summary business plan examples for students

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10 business plan examples for students.

Are you thinking of starting a business? Let’s take a look at some business plan examples for students. 

Starting a business as a student is exciting. But, like anyone else, students need support when venturing into entrepreneurship. One of the most important things to start with is learning how to create a strong business plan.

A business plan helps you set clear goals, strategies, and the necessary steps to succeed in the business world. However, not all business plans are the same. There are different types to consider, and choosing the right one depends on your specific business and goals.

In this guide, we'll walk you through the process of creating a solid business plan and introduce you to different plan types. So, let's get started and explore the world of entrepreneurship with a well-structured plan for success.

Writing the Business Plan

Crafting a business plan is a crucial move when you're starting or expanding your business, whether you’re working on a business plan project for students or a fully-fledged business person. 

It helps you navigate your journey while also catching the attention of potential investors or lenders. In this guide, we'll break down every part of a business plan and share helpful tips.

What Goes in a Business Plan?

A good business plan typically has several important sections, each with its own job to do.

• Business Overview : Introduction and executive summary.
• Market Analysis : Understanding your target market and competition.
• Marketing and Sales : Strategies to reach and convert customers.
• Product/Service : Description of what you offer.
• Operations and Team : How your business operates and key team members.
• Financial Projection s: Future financial estimates and funding needs.
• Appendix : Supporting documents, if needed.

Now, let’s get into what these sections look like. 

Develop a Business Plan Worksheet

Before you start writing your business plan, it's a good idea to start with a business plan worksheet. Think of it as the foundation for your plan—a tool to gather information and get your thoughts organized. 

This worksheet will help you come up with your business vision, understand your target market better, and lay out your financial projections. It's the first step to building a solid plan that sets your business on the right track.

The Executive Summary

The executive summary is your business plan's attention-grabbing headline. It's a concise preview of your plan's most critical elements, designed to engage your reader. Here's what to include:

• Mission Statement : Clearly state your business's mission, describing the problem you solve and why your business exists. Define your core values and goals.
• Product/Service Description : Provide a brief, compelling description of your offering, emphasizing its unique features or benefits that set it apart.
• Leadership and Team : Introduce key team members and their qualifications, showcasing their expertise and their role in your business's success.
• Financial Information : Give an overview of your current financial status. Mention revenue and profits if your business is running. If you seek financing, explain how much you need and where you'll invest it.
• Growth Plans : Share your strategy for growth and long-term goals, outlining how you'll expand and achieve profitability.

The executive summary sets the stage for your business plan, making a strong first impression and sparking excitement for what follows.

The Products/Services 

In this part, we'll dig deeper into the heart of your business—your products or services. We're going beyond the basics to look at three crucial aspects:

• Benefits to Customers : Discuss how your products or services help your customers. Explain how they solve specific problems or fulfill the needs of your target market. What makes them stand out? What's the unique value they bring compared to what competitors offer?
• Product Lifecycle : Every product or service has a journey. Tell us about the expected lifecycle of yours. Are you planning updates, new versions, or related offerings in the future? Knowing this helps us understand how your business will evolve.
• Intellectual Property : If it applies to your products or services, include any intellectual property rights you have. This might include copyrights, trademarks, or patents. These rights protect your creations and can be valuable assets.

Remember, this section is all about offering the essence of what you're offering and why it's special.

Target Market

Knowing your target market is a cornerstone of business success. Let's simplify:

Who Are Your Customers?

• Demographics : Basic info like age, gender, income, and location helps you target effectively.

What Makes Them Tick?

• Psychographics : Understand their interests, lifestyle, and buying habits to connect personally and tailor your marketing.

Market Trends

• Stay Updated : Keep an eye on industry trends and market shifts. Adapt to capitalize on opportunities.

Why does it matter? Think of it like knowing the weather—it helps you plan. Understanding your target market is your key to getting ahead. 

The Marketing Strategy

Your marketing and sales strategies are crucial for attracting and retaining customers.

Marketing Mix

Here, we'll break down each element of your marketing mix—product, price, promotion, and place (distribution). 

• Product : Describe your product offerings in detail. What are their unique features and benefits? Why would your target customers choose your products over others in the market? Be clear about what sets you apart.
• Price : Explain your pricing strategy. Will you compete on price, offering lower costs than competitors? Or will you position your products as premium and charge a higher price? Detail any discounts, bundles, or special offers you plan to implement.
• Promotion : Outline your promotional tactics. How will you create awareness and interest in your products? This can include advertising, public relations, content marketing, social media campaigns, and more. Specify your marketing budget and the platforms you'll utilize.
• Place (Distribution) : Describe your distribution strategy. How will your products reach your customers? Will you sell directly to consumers, through retailers, or online? Highlight your distribution channels and logistics. Explain how you'll ensure your products are readily available where your customers want them.

Sales Process

Now it’s time to discuss how you plan to turn potential leads into paying customers.

• Direct Sales : If your strategy involves direct sales, explain how your sales team will engage with potential customers. Provide insights into your sales force, their training, and how they will approach prospects.
• Online Sales : If online sales are a significant part of your strategy, detail your e-commerce platform. Discuss the user experience, payment processing, security measures, and any online marketing tactics to drive traffic and conversions.
• Conversion Strategy : Highlight how you plan to convert leads into paying customers. Will you offer free trials, consultations, or samples? Describe your approach to closing deals and fostering customer loyalty.

By going beyond the surface and addressing these elements in detail, you'll have a marketing and sales strategy that can effectively attract and retain customers for your business.

Discuss Your Distribution Strategy

Your distribution strategy is how you get your products or services to your customers effectively:

• Distribution Channels : These are the paths your products or services take, like physical stores or online platforms.
• Logistics and Transportation : This is how your products move, whether you do it yourself or use other companies.
• Inventory Management : It's about keeping the right amount of stock without having too much or too little.
• Geographic Reach : It's where your customers are, whether nearby, across the country, or worldwide.
• Efficiency and Costs : It's about being fast and not spending too much money.
• Customer Convenience : It means making it easy for customers to buy from you.
• Technology and Automation : Using tools and systems to make things work smoother.
• Scaling and Adaptation : It's about being ready for more customers or changes in the market.

Having a good distribution strategy helps make sure your products or services reach the right customers the right way.

The Competition

It's essential to have a solid grasp of your competitors and strategically position your business to thrive. 

Competitive Analysis

To stay ahead of the game, make sure to conduct a thorough competitive analysis. This means rolling up your sleeves and diving deep into the strategies and operations of your rivals. 

• In-Depth Examination : Start by examining your competitors meticulously. Look into their products or services, pricing strategies, marketing tactics, and customer base. The goal is to gain a comprehensive understanding of what they do and how they do it.
• Strengths and Weaknesses : Highlight your competitors' strengths and weaknesses. What are they exceptionally good at, and where do they fall short? Identifying these aspects will help them identify opportunities to capitalize on their weaknesses and leverage their strengths.
• Success Insights : Share your insights into what makes your competitors successful. Understand their unique selling propositions, customer engagement strategies, and market positioning. This knowledge will provide you with a foundation for your own strategies.
• Outperforming Plans : Once you've dissected your competitors, outline your plan to outperform them. Whether it's through innovation, superior customer service, or better pricing, make it clear how you intend to gain a competitive edge.

Competitive Advantage

Every business has something that sets it apart from the rest – these are your competitive advantages. In this section, it's time to highlight why customers should choose you over the competition.

• Expert Team : If you have experts on your team, let people know. Customers trust businesses with knowledgeable professionals who offer excellent products or services. If you're new, focus on any relevant experience to build trust as your business grows.
• Unique Partnerships : If your business has forged unique partnerships or collaborations that give you an edge, make it known. These alliances can lead to exclusive offerings, cost advantages, or increased visibility in the market.
• Ideal Location : If your business benefits from an ideal location that attracts foot traffic or serves a specific target demographic, this can be a powerful competitive advantage. Explain how your location enhances your business prospects.

By underlining your competitive advantages, you're essentially telling your audience why you're not just another player in the market. 

The operations section is your day-to-day business plan. It helps your team understand how to make your business run smoothly. Here are the key parts:

• Objectives and Goals : State what you want to achieve, both short and long-term. Ensure they align with your overall plan.
• Procedures and Processes : Explain how things will get done, from making your product to customer service.
• Timeline and Milestones : Set dates and goals to track your progress.
• Resource Needs : List what you need to run your business, like equipment and people.
• Supply Chain : Describe how you'll get what you need and manage it.
• Quality Control : Detail how you'll ensure quality, whether through checks or testing.
• Regulations : Mention any rules you need to follow, like permits or licenses.
• Risk Planning : Identify potential problems and your backup plans.
• Growth Strategy : Explain how you'll handle growth, like hiring more people or expanding to new markets.
• Costs : Break down your expenses, both fixed and variable, and how you'll manage them.

By laying out these details, you'll be well-prepared to handle the challenges and growth opportunities that come your way.

The Management Team

In this section of your business plan, you'll want to cover a few key areas:

1. Personal Background : Start by introducing the key people in your management team, if there are any. If it’s just you—don't worry! Give some basic details like names, ages, where they live, their interests, and their educational background. Also, mention any special skills they bring to the table.

2. Business Experience : Talk about their history in the business world. Have they been involved in other businesses? Have they held important positions before? Share their past achievements and roles in previous companies.

3. Track Record : Highlight their successes, the responsibilities they've handled, and their capabilities. Show how their previous experiences have prepared them for the roles they'll play in your business.

4. Education : Mention their formal and informal education, like degrees, certifications, or courses they've taken that are relevant to your business.

5. Financial Standing : Include personal financial statements and supporting documents to demonstrate their financial stability and ability to contribute to the business if necessary.

6. Work History : Detail their direct experience in similar businesses and how it aligns with your current venture.

7. Roles and Responsibilities : Clearly define who does what on the management team. Explain why they're the right fit for their roles and who makes the final decisions.

8. Organization Chart : Create a simple chart that shows how your team is structured and lists each person's responsibilities.

9. Compensation and Benefits : Outline the pay and bonuses each management member will receive. Also, mention any benefits like health insurance or life insurance.

10. External Resources : Tell about any outside resources you can tap into, like lawyers, accountants, or support from organizations that help small businesses.

11. Board of Directors : If you have a board, introduce them and explain how they'll help guide your business.

12. Online Resources : Mention any useful internet resources you'll use for research and networking.

Including these details paints a picture of your team's qualifications and their role in making your business a success.

In this part of your business plan, focus on who will be working with you.

• Current and Future Needs : Start by saying how many people you have on your team right now, if any. Then, talk about how many team members you think you'll need in the near future (like the next year or two) and in the longer term (three to five years from now).
• Skills Required : Describe what skills your team members should have. Think about what makes them good at their jobs and what special skills might be needed for your business.
• Job Descriptions : Explain what each person on your team will be responsible for. This will help everyone better understand their roles. Keep in mind that your roles might change as your business grows.
• Finding People : Discuss how you plan to find and hire the right people. As students, you might use your school's resources and online job platforms or work with other students who have the skills you need.
• Pay and Benefits : Clarify if you'll be paying salaries, hourly wages, or both. You can also mention any extra rewards or bonuses based on performance. Since you're a student, you may not offer extensive benefits initially.
• Extras like Overtime : Say if you'll pay extra for overtime work and when that might happen. Being students, you'll want to manage your workload efficiently, especially during busy times.

By covering these points, you'll show that you've considered your team's needs and are ready to manage your business's human resources effectively, even as students.

Financial Analysis

Think of this section as the pulse of your business plan. It gives you a detailed look at your business's financial health and sustainability. This part is crucial for students because it helps them make informed decisions and attracts potential investors or lenders.

Balance Sheet

Get a certified public accountant (CPA) to help you create a balance sheet. This document paints a picture of your business's financial situation at a specific moment. It has three main parts:

• Assets : What your business owns ( cash, equipment, or inventory).
• Liabilities : What your business owes (such as loans or outstanding bills).
• Owner's Equity : The owner's stake in the business, which is assets minus liabilities. It's basically your business's net worth.

Break-Even Analysis

This is significant because it tells you when your business will start making money. It determines the minimum amount of sales revenue needed to cover both fixed costs (like rent and salaries) and variable costs (like materials and utilities). It's based on info from the income statement and cash flow projections.

Income Statement (Profit and Loss Statement)

The income statement gives you the lowdown on your business's financial performance over a specific time frame, usually monthly or annually. It shows how much money you made and how much you spent. Subtract the expenses from the income, and you've got your profit or loss. It's all about how well your business handles its cash.

Cash Flow Statement

Cash is king in business, and this statement forecasts how money will move in and out of your company. It predicts all cash coming in and going out, helping you ensure you have enough to cover day-to-day costs and investments and pay off any debts. A strong cash flow is crucial to keeping your business going.

As student entrepreneurs, having a CPA set up your accounting system is a smart move for accuracy. When you present these financial documents in your business plan, make sure they're clear and detailed. 

These numbers prove the worth and profitability of your business idea, which can be a big draw for potential investors or lenders. So, be thorough and get the figures right. 

Supporting Documentation 

You'll also want to include various documents that back up the information you've presented in the main part of your plan. Keep in mind that this list might change depending on how far along your business is. Here's what to include:

• Resumes : Put in resumes of the people who are key to your business. Show off their qualifications and experience to give confidence to potential investors or lenders.
• Credit Information (appendix) : If relevant, add credit reports for yourself or your team members. This will prove that you're financially responsible.
• Quotes or Estimates : Include any quotes or cost estimates you've received from suppliers or service providers. This helps prove that you've done your homework on expenses.
• Letters of Intent from Prospective Customers : If you have letters from potential customers saying they want to use your products or services, toss those in. It shows there's a demand.
• Letters of Support from Credible References : If you have supportive letters from mentors, professors, or industry experts, add those. They can vouch for your idea.
• Leases or Buy/Sell Agreements : If you're renting space or buying equipment, include the agreements. It proves you have the physical assets and responsibilities in place.
• Legal Documents Relevant to the Business : If there are any legal papers like incorporation documents, partnership agreements, or licenses, include them. It shows you're following the rules.
• Census/Demographic Data : If your business relies on specific data about people, include statistics or reports from trustworthy sources. This information will support your market analysis and target audience information.

Remember to keep these documents well-organized in the appendix. This list covers the basics, but tailor it to your specific student business plan's needs and stage of development.

Business Plan Program

Creating a strong business plan is essential for any entrepreneur, and with the help of business plan programs and tools, you can make it more effective.

• LivePlan : LivePlan is a user-friendly business planning software that guides users through creating business plans and offers financial forecasting.
• Bizplan : Bizplan focuses on startups and small businesses, providing step-by-step planning, financial tools, and pitch deck creation.
• Enloop : Enloop automates business plan writing using data inputs and offers financial projection tools.
• PlanGuru : PlanGuru is for in-depth financial analysis and creating detailed financial projections.
• Upmetrics : Upmetrics offers customizable templates, financial forecasting, and collaboration features for various business stages.
• Tarkenton GoSmallBiz : Tarkenton GoSmallBiz provides business planning tools, legal resources, and marketing guidance.
• Bplans : Bplans offers free business plan templates and samples for those starting from scratch.
• Canva : Canva provides pitch deck templates and design tools to enhance presentations.
• QuickBooks : QuickBooks aids in financial tracking and management, complementing business planning.

14 Types of Business Plans with Examples

In this section, we'll explore 10 types of business plan examples for student entrepreneurship.

1. Traditional Business Plans

These classic business plans , often prepared on paper, provide a comprehensive overview of the business, detailing its identity, goals, and strategies for success.

2. Standard Plans

Similar to traditional plans, standard business plans are created digitally, typically using software like Microsoft Word or Excel, making them easier to edit and share.

3. One-Page Business Plans

Incredibly concise, these plans condense all crucial information onto a single page, often using bullet points for clarity and brevity.

4. Annual Business Plans

Tailored for a specific year, these plans outline a business's objectives and actions for that particular period, providing a focused strategy. 

5. Lean Plans

Lean business plans are streamlined versions, intentionally omitting some details to protect confidential information while offering a concise yet informative summary.

6. Business Plans for Start-ups

Specifically designed for new ventures, these plans may incorporate surveys, customer insights, and visual aids to support their customized approach.

7. Feasibility Studies

These plans investigate the viability of new product or service ideas, helping businesses make informed decisions about their implementation by analyzing their potential success.

Understanding these various types of business plans is essential for your business management studies, as they serve different purposes and contexts within the business world.

8. Strategic Plans

Concentrating on marketing and branding strategies, these plans often involve extensive market research and prioritize effective brand promotion.

9. Operational Plans

Emphasizing practical steps, operational plans use data, charts, and graphs to guide a business's actions toward its goals, with a strong focus on execution.

10. Internal Plans

Highly detailed and meant exclusively for the company's internal team, these plans contain sensitive information and strategic insights for team members' use.

11. What-If plan

This type of plan explores various scenarios and their potential impact on the business. It helps a company prepare for unexpected situations by outlining strategies for different outcomes.

12. Expansion plan

An expansion plan outlines strategies for growing a business, whether through opening new locations, entering new markets, or diversifying product lines. It details the steps and resources needed for expansion.

14. Business Acquisition Plan

When a company intends to acquire another business, this plan outlines the acquisition strategy, financial considerations, and integration plans. It helps ensure a smooth transition and maximizes the value of the acquisition.

These plans cover a range of scenarios and goals, each serving a unique purpose in the world of business strategy. Hopefully, you can choose a business plan template for high school students that suits your needs. 

Final Thoughts

Starting and running a business as a student is a journey. A well-structured business plan is essential for success, helping you define your goals and strategies. To create one, feel free to use these business plan examples for students as a source of inspiration.

It’s your tool to guide your entrepreneurial journey and increase your chances of success. So, get started, create your plan, and get started on your path to entrepreneurship with confidence.

Business Plan Executive Summary Example & Template

Updated: Jun 3, 2024, 1:03pm

Table of Contents

Components of an executive summary, how to write an executive summary, example of an executive summary, frequently asked questions.

A business plan is a document that you create that outlines your company’s objectives and how you plan to meet those objectives. Every business plan has key sections such as management and marketing. It should also have an executive summary, which is a synopsis of each of the plan sections in a one- to two-page overview. This guide will help you create an executive summary for your business plan that is comprehensive while being concise.

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The executive summary should mimic the sections found in the business plan . It is just a more concise way of stating what’s in the plan so that a reader can get a broad overview of what to expect.

State the company’s mission statement and provide a few sentences on what the company’s purpose is.

Company History and Management

This section describes the basics of where the company is located, how long it has been in operation, who is running it and what their level of experience is. Remember that this is a summary and that you’ll expand on management experience within the business plan itself. But the reader should know the basics of the company structure and who is running the company from this section.

Products or Services

This section tells the reader what the product or service of the company is. Every company does something. This is where you outline exactly what you do and how you solve a problem for the consumer.

This is an important section that summarizes how large the market is for the product or service. In the business plan, you’ll do a complete market analysis. Here, you will write the key takeaways that show that you have the potential to grow the business because there are consumers in the market for it.

Competitive Advantages

This is where you will summarize what makes you better than the competitors. Identify key strengths that will be reasons why consumers will choose you over another company.

Financial Projections

This is where you estimate the sales projections for the first years in business. At a minimum, you should have at least one year’s projections, but it may be better to have three to five years if you can project that far ahead.

Startup Financing Requirements

This states what it will cost to get the company launched and running. You may tackle this as a first-year requirement or if you have made further projections, look at two to three years of cost needs.

The executive summary is found at the start of the business plan, even though it is a summary of the plan. However, you should write the executive summary last. Writing the summary once you have done the work and written the business plan will be easier. After all, it is a summary of what is in the plan. Keep the executive summary limited to two pages so that it doesn’t take someone a long time to peruse what the summary says.

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It might be easier to write an executive summary if you know what to expect. Here is an example of an executive summary that you can use as a template.

Bottom Line

Writing an executive summary doesn’t need to be difficult if you’ve already done the work of writing the business plan itself. Take the elements from the plan and summarize each section. Point out key details that will make the reader want to learn more about the company and its financing needs.

How long is an executive summary?

An executive summary should be one to two pages and no more. This is just enough information to help the reader determine their overall interest in the company.

Does an executive summary have keywords?

The executive summary uses keywords to help sell the idea of the business. As such, there may be enumeration, causation and contrasting words.

How do I write a business plan?

If you have business partners, make sure to collaborate with them to ensure that the plan accurately reflects the goals of all parties involved. You can use our simple business plan template to get started.

What basic items should be included in a business plan?

When writing out a business plan, you want to make sure that you cover everything related to your concept for the business,  an analysis of the industry―including potential customers and an overview of the market for your goods or services―how you plan to execute your vision for the business, how you plan to grow the business if it becomes successful and all financial data around the business, including current cash on hand, potential investors and budget plans for the next few years.

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Kimberlee Leonard has 22 years of experience as a freelance writer. Her work has been featured on US News and World Report, Business.com and Fit Small Business. She brings practical experience as a business owner and insurance agent to her role as a small business writer.

Cassie is a former deputy editor who collaborated with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.

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10 Business Plan Examples for Students (2024)

Written by   Peter Keszegh

Starting a business isn’t just for the established entrepreneurs. If you’re a student with a great business idea, or if you’re just looking to earn extra money on the side, you can set up your own business with the right steps and preparation, too!

In this article, we’ll list some business plan examples for students and how you can turn your business ideas into reality.

What is a business plan?

In simple terms, a business plan is a detailed document that  explains everything you need to know about your business idea .  It includes your goals for your business and how exactly you plan to achieve them.

A business plan should be able to explain why your product or service is valuable, your target market for your business, and your future plans for the business.

Having a well-written business plan is important, especially if you’re looking at seeking external funding from investors. Even if you’re planning to use personal funds for your business, the business plan will help outline all your operational and management strategies.

Tailoring your plan to your business

While business plans have some standard sections used by all industries, it’s best to tailor your business plan depending on what your market is. For instance, if you’re planning to sell food products, you need to write sections on sourcing ingredients and quality control.

Think about what’s special about your business, and make sure to incorporate that in your business plan. Put yourselves in the shoes of an external investor – what would they want to know about your business? Don’t be afraid to think outside the box, too.

Parts of a business plan

You might be wondering – how should we structure a business plan? Here are some key sections you might want to include when writing your business plan:

Executive summary

An executive summary is exactly that – a summary of what your business is all about and your goals for the future. Make sure to include what your product or service plans to do, your target market, and key milestones you’d like to achieve. If you have plans to source external funding, mention this here, too.

Company description

You can use this section to expound on what you plan to achieve and what your business vision is . Use this section to highlight what makes your business unique , and why your product or service offers an innovative solution.

Market analysis

If you’re looking to start a business, you need to have a good understanding of the market and who your competitors are. Do the research to make sure there’s a real need for your product or service , and make sure you know what sets your business apart from competitors.

Organizational structure

If you’re working with a team and you all have different responsibilities, make sure to put that into writing. This doesn’t have to be too formal – all you have to do is make sure everyone’s tasks are clearly delineated so there’s no overstepping.

Product line or services offered

Talk about what you plan to sell or offer as a business. What exactly does your product or service do? What makes it so special, and what can your product or service do that isn’t already offered by your competitors?

Marketing and sales strategies

How do you plan to promote your business to attract customers and secure sales ? You can talk about where you plan to sell your products or offer your services, and how you plan to advertise your business.

Financial projections and funding requests

Set financial goals for your business and identify when your business will likely break even . If you need to secure external funding, make sure to mention this here, and mention how much money you’ll be needing and how you’ll be spending it.

Relevant documents that you mentioned earlier in your business plan should be included here. For instance, if you conducted market research via a survey, put your survey data here.

Of course, don’t be limited by the sections listed here. If there are other relevant details you’d like to talk about in your business plan, don’t be afraid to explore them. For instance, if you’re looking at using new technologies and tools for your product or service, you can write a relevant section in your business plan as well.

Why students need to master business plans

Businesses aren’t just for more seasoned entrepreneurs – starting a business can prove to be useful for students who want to hone their skills and become more business-minded.

Here’s how business plans can help students:

Enhancing strategic decision-making

You’ll have to make a lot of decisions when running a business, and business plans will force you to make smarter decisions. You don’t want to make things unnecessarily difficult for you and your team only to get mediocre results – you want to make sure you make the most out of your resources!

This kind of strategic decision-making isn’t something you learn in the classroom. Hands-on business experience will be useful for you to make wise decisions, even if it means learning from mistakes.

Improving market research and analysis skills

As students, you already do a lot of research for different school projects. When setting up a business, you’ll have to do research of your own to get a better understanding of the market your business plans to work in.

Having a good understanding of the market will also improve your analysis skills. For instance, doing enough research on the retail industry will give you a better idea of who the average retail customer is, allowing you to tweak your marketing and sales strategies to capture that target market.

Honing financial literacy and forecasting

Discussions about money and numbers can get pretty confusing. When you’re setting up a business and dealing with real, tangible figures, you’ll gain a better understanding of how finances work, how profitable your business might be, and what you’ll likely be spending money on.

Business plan examples for students

If you need a little help in thinking about the kind of business you want to set up, here are 10 business plan examples for students that you can use as inspiration:

Tu toring services

Some students will understand subjects better than others, which means there are a number of students who’ll need a little bit of help when it comes to their academic requirements and upcoming exams.

If you’re academically gifted and have a talent for teaching, you might want to consider offering tutoring services in your school.

• Executive summary : Mission, services offered, and target client demographic.
• Business description: Subjects covered, and technologies used (if applicable).
• Services provided: Individual tutoring, group workshops, and ongoing support options.
• Market analysis: Demographic trends, existing offerings, and unmet needs.
• Marketing strategy: Flyers, community center partnerships, and word-of-mouth referral programs .
• Operational plan: Scheduling system, session formats (in-person, online), and materials preparation.
• Management and organization: Tutor recruitment, training programs, and operational leadership.
• Financial summary: Basic costs, session pricing, financial goals, and sustainability plan.

Campus delivery service business

Especially during finals weeks, students can get pretty busy and can often forget to take care of themselves. How many all-nighters have you pulled as a student, and how many times have you skipped a meal to work on a deadline?

If this sounds like the kind of culture in your university, you might want to consider setting up a campus delivery service to cater to busy students. Here’s how you can set up your business plan:

• Executive summary: Service overview, mission, and objectives.
• Company description: Origins, campus focus, and service differentiation.
• Service offering: Types of delivery services offered (e.g., food, groceries).
• Market analysis: Campus demographics, needs assessment, and competitor analysis.
• Marketing strategy: Promotional tactics targeting students and staff, partnerships with local businesses.
• Operations plan: Delivery logistics, technology use (e.g., apps, GPS tracking), and hours of operation.
• Management and organization: Team roles, volunteer vs. paid staff, and management hierarchy.
• Financial plan: Start-up costs, pricing strategy, revenue projections, and break-even analysis.

Campus fitness and wellness programs

Another way you can help students in your school become healthier is to offer services that focus on fitness and wellness . If there’s a need for students in your school to become more physically active or to just take better care of their overall wellness, you could offer relevant programs on campus.

• Executive summary: Concept, target audience, and objectives of the fitness programs.
• Business description: Range of services (classes, personal training, wellness workshops).
• Market analysis: Campus health trends, competitor offerings, and student wellness needs.
• Services: Detailed look at program offerings, schedules, and customization options.
• Marketing plan: Engagement strategies, campus events, and partnership with student health services.
• Operational plan: Instructor qualifications, equipment needs, and location logistics.
• Management and organization: Structure of the team, roles, and experience in health and wellness.
• Financial overview: Initial setup costs, pricing strategy, revenue streams, and financial projections.

Student freelance platform

Freelancing is a popular way for students to earn extra income on the side, in the middle of their busy class schedules. If you have enough know-how when it comes to setting up websites or apps, you might want to consider launching a portal where student freelancers can conveniently find more freelance gigs.

• Executive summary: Platform purpose, target market, and value proposition.
• Business description: Niche focus (e.g., design, tutoring, programming), platform features.
• Market analysis: Demand for freelance work among students, analysis of existing platforms, gap identification.
• Service description: User interface, service categories, payment processing system.
• Marketing and sales strategy: Campus outreach, online presence, and user acquisition strategies.
• Technology plan: Website architecture, user security measures, and scalability.
• Operations plan: Customer support, dispute resolution process, and freelancer vetting process.
• Financial summary: Funding requirements, monetization strategy, and financial forecasts.

Mobile app for campus services and networking business

Maybe you’ve got an enormous campus that boasts a lot of helpful activities and services that most students might not already be aware of. If you want to promote these services in an innovative way, you could think about setting up a mobile app that students can use as a one-stop-shop for all their campus service needs.

• Executive summary: Introduction to the app, its core functionalities, and target user base.
• Business description: Insight into how the app facilitates campus life, services offered, and networking features.
• Market analysis: Current apps in the market, student needs analysis, and potential for growth.
• Product description: Detailed functionalities, user interface design, and privacy features.
• Marketing plan: Strategies for app launch, user acquisition, and partnerships with university departments.
• Technology plan: Development roadmap, platform compatibility, and maintenance plan.
• Management and operations: Team structure, developer roles, and operational milestones.
• Financial projections: Budget for app development, marketing costs, monetization strategies, and revenue forecasts.

Eco-friendly apparel brand

Everyone’s becoming more eco-conscious nowadays, and brands who often highlight their environmentally-friendly practices do get a good reputation. If you want to tap into that market and mix it with a bit of fashion design, you can choose to set up an eco-friendly apparel business.

• Executive summary: Brand mission, product range, and sustainability goals.
• Company background: Inspiration behind the brand, target demographic, and brand story.
• Products and services: Description of apparel line, materials used, and production process.
• Market analysis: Trends in sustainable fashion, target market behavior, and competitive landscape.
• Marketing strategy: Branding, social media campaigns, and collaborations with eco-conscious influencers.
• Operational plan: Supply chain management, ethical sourcing, and online versus physical sales approach.
• Management team: Roles, responsibilities, and background of team members.
• Financial plan: Initial investment, cost structure, sales forecast, and profitability analysis.

Sustainable campus living products

Maybe you’re not too keen on selling apparel, but you’d still like to tap into the market of students who prioritize sustainable brands and products. 

If you also share the same passion for sustainability and have ideas on how to cater to students’ needs, you might want to consider selling sustainable products instead that dormers and other students will find useful for everyday life.

• Executive summary: Mission statement, product line overview, and sustainability goals.
• Company overview: Background on the inspiration for eco-friendly products targeted at students.
• Market analysis: Trends in sustainability, potential campus markets, and niche opportunities.
• Products offered: Description of eco-friendly living products (reusable containers, biodegradable goods).
• Marketing and sales strategy: Campus-based initiatives, eco-friendly partnerships, and social media.
• Operations: Sourcing of materials, product manufacturing, and logistics.
• Management team: Founder’s background, operational management, and advisory board.
• Financial projections: Cost analysis, sales forecast, funding requirements, and profitability timeline.

Student event planning service

A big part of student life is all about events and getting to meet new people. Not only is event planning a big thing for official student organizations, it’s also helpful for smaller communities who want to organize events to meet like-minded people.

If events are a popular thing in your school, you might benefit from setting up a student event planning service.

• Executive summary: Overview of services, unique selling points, and business goals.
• Company description: Types of events covered (e.g., academic, social, sporting).
• Service offering: Full event planning, day-of coordination, and consultation services.
• Market analysis: Campus event culture, demand for event planning services, competitor overview.
• Marketing plan: Outreach strategies, partnerships with campus organizations, and promotional materials.
• Operational strategy: Event logistics, vendor relationships, and event execution checklist.
• Management structure: Leadership team, volunteer opportunities, and staffing needs.
• Financial projections: Pricing model, expected expenses, revenue estimates, and growth potential.

Campus event photography service

Every big event needs good documentation to go with it. Even if your school isn’t big on events, you can choose to offer photography services to groups of friends who want cute little photoshoots in the most Instagrammable parts of your campus.

If you have a knack for photography, here’s how you can start offering photography services on campus:

• Executive summary: Concept and goals for providing photography services for campus events and personal photoshoots.
• Company description: Insights into the types of events covered (e.g., graduations, parties, portraits).
• Services offered: Packages available, including event coverage, individual portraits, and group sessions.
• Market analysis: Demand for photography services on campus, existing offerings, and unique selling points.
• Marketing strategy: Portfolio development, social media presence, partnerships with event organizers.
• Operational plan: Booking process, event execution, post-processing, and delivery of images.
• Management team: Background of the photographer(s), roles in business management , marketing, and customer service.
• Financial plan: Pricing strategy, cost of equipment and travel, revenue projections, and growth potential.

Student art gallery and workshop space

Maybe you’re from an art school, or your campus boasts a rich and talented artistic community. If your school’s artists are looking for a space to display their art, setting up a gallery and workshop space might be a profitable and sustainable business opportunity.

• Executive summary: Vision, goals, and unique aspects of the art gallery and workshop space.
• Company overview: Concept behind promoting student art, workshop themes, and community benefits.
• Market analysis: Interest in local art, campus cultural activities, and potential for art sales.
• Services and products: Exhibition schedules, workshop offerings, and art sales.
• Marketing strategy: Promotions through campus channels, local art scenes, and social media.
• Operations: Gallery setup, workshop logistics, and artist collaboration processes.
• Management team: Backgrounds in art management, curation, and education.
• Financials: Start-up expenses, pricing for art and workshops, expected revenue, and growth potential.

Common mistakes to avoid for student businesses

Setting up a business is no walk in the park, especially for young and inexperienced students. Here are some common mistakes that you can avoid when planning your own business, so you can steer clear of bigger problems down the road:

Lack of a well-defined business plan

It should go without saying that insufficient planning will make it difficult to get your business off the ground. Make sure you put down all important details in writing , and consult experts and get insights from successful small businesses if you need to.

Underestimating the importance of market research

You’ll need more than just a cool idea to start a business. There needs to be a real need or demand for your product or service, and if there’s another business already offering the same thing, you need to make sure your product or service is different or unique.

Familiarize yourself with the existing market and what the market gaps are. Once you identify what that market needs, you can tailor your business plans to try to fill in that gap.

Overlooking legal and financial regulations

Being a student doesn’t exempt you from following standard business regulations. Double check with experts and do extra research to make sure your business complies with all necessary regulations. For instance, you may need to officially register your business, or secure necessary permits.

Inadequate financial planning and management

Your business needs to be on financially stable ground for it to stay sustainable. Make sure you know if you’re in good financial standing to launch your business , and make sure you aren’t spending more than what you can actually afford.

Ignoring the importance of a strong team

It’s tempting to do everything yourself, especially if you lack funds or the ability to delegate tasks. However, you might benefit from having a team of members with various skills. A strong team will bring in more ideas to the table , and will be helpful in managing heavy workloads.

Overlooking customer feedback

You need to listen to what your customers are saying to adapt to their needs and wants. Are your products too expensive? Are people looking for different colors of your products? Engage with your customers so they can let you know how you can improve your business.

Neglecting online marketing

Social media is everything in today’s digital age! You’ll be able to reach a wider audience if you set up social media accounts on different platforms to advertise your services or products.

Future steps for student business owners

So you’ve made your business plan – congratulations! But where do you go from here?

If you want to know whether or not your business is taking off and what future opportunities you can secure, here are some ideas:

Evaluating business performance

Regularly review how well your business is performing by checking product sales, total profits, and how wide your customer base is. If you’ve been earning a good amount of money and are selling popular products or services, that’s a great sign!

Make sure to listen to customer feedback , too, as your customers might give you helpful insights that you might not immediately be aware of. You can do this via informal chats with your customers, or via more formal means like customer surveys.

Exploring growth strategies

Once you’ve evaluated how well your business is performing, you might want to consider growing your business if there’s a demand for a product or service you aren’t already offering, or if there’s an adjacent market you can tap into.

For instance, if you’re offering tutoring services for basic algebra classes, you might want to offer sessions for more complicated math subjects if your tutees need them. If you’ve set up an art space that can also be used as a venue for student events, you can consider expanding your offerings.

Scaling the business

Maybe your business has really taken off and has hit a point that you can no longer meet the customer demand with your tiny team. If that’s the case, you might want to consider scaling.

You can scale your business by adding more people to your team , or ramping up your production efforts.

Building a brand

Don’t be afraid to make a name for yourself! Explore how you can create a brand for your business. This is where you can let your creative juices flow – do you want to appear like a sophisticated and professional brand, or are you going for a more quirky approach?

Takeaways for business plan examples for students

The opportunities are endless if you want to set up a business as a student. Let your imagination run wild and look through business plan examples for students if you want to start selling or offering something new to your school’s community.

Don’t be intimidated by your lack of expertise or resources just yet – with the right mindset and enough determination, you’ll be able to set up your business for success and start your journey as a solid business owner!

Financial modeling spreadsheets and templates in Excel & Google Sheets

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Business Plan Examples For Students Entrepreneurship To Inspire Your Journey

Venturing into the world of entrepreneurship as a student can be both exciting and challenging. One of the pivotal steps in turning a business idea into reality is creating a robust business plan. This foundational document helps in organizing the vision, setting clear objectives, and outlining the necessary steps to achieve entrepreneurial success. Whether you’re eyeing a new coffee shop or a cutting-edge tech start-up, a well-structured business plan is indispensable. This article delves into the critical components of a business plan and provides practical examples tailored for student entrepreneurs.

Understanding the intricacies of business planning can significantly elevate the chances of your venture’s success. Not only does a comprehensive business plan facilitate better decision-making, but it also helps in securing investments and managing resources effectively. For students, crafting this document might seem daunting, but with the right guidance, it becomes a manageable and enlightening process. By exploring various business plan examples for students entrepreneurship, you will learn how to construct a blueprint that resonates with your business goals and market needs. Let’s dive into the essential elements you need to include and see how to bring your entrepreneurial vision to life.

Business Plan Examples for Students Entrepreneurs: Key Components to Success

Creating a solid business plan is crucial for students venturing into entrepreneurship. A well-crafted business plan not only helps in outlining the business vision but also serves as a roadmap to guide the venture toward success. Here are some vital components to include in a business plan, along with illustrative examples to empower student entrepreneurs.

Understanding the Executive Summary

The executive summary encapsulates the entire business plan into a succinct overview. It should answer key questions: What is the business? What are its goals? Who are the target customers? For example, if a student wants to start a coffee shop targeting college students, the executive summary might outline how the shop will provide affordable, quality coffee in a cozy atmosphere conducive to studying.

Market Analysis: Know Your Audience

Conducting thorough market research is vital. This section should analyze the industry landscape, target market, competitors, and potential challenges. For instance, a student starting a clothing line should identify their target demographics (e.g., college-age students) and evaluate competitors like local boutiques and online shops. Including statistics, such as the percentage of students who regularly purchase new clothing, adds depth to the analysis.

Sample Market Analysis Points:

• Industry Overview
• Target Market Description
• Competitor Analysis
• Marketing Strategy

Defining the Business Model

Clearly defining how the business will operate is essential. This involves laying out the revenue streams, pricing strategies, and sales channels. If the student plans to launch a tutoring service, they need to specify whether they will charge per session, offer subscriptions, or partner with schools. Each option has distinct implications for revenue generation.

Marketing Strategy: Reaching Your Customers

A comprehensive marketing strategy outlines how a business will attract and retain customers. For students, this might mean using social media platforms to promote their products. For example, if presenting a startup focused on handmade jewelry, the marketing strategy could detail how platforms like Instagram and TikTok will be leveraged to share product images and testimonials, and how promotions will be structured to appeal to fellow students.

Key Elements of a Marketing Strategy:

• Brand Positioning
• Promotional Tactics
• Social Media Plans
• Partnership and Collaboration Ideas

Operations Plan: Day-to-Day Functionality

The operations plan covers the logistics of running the business. This includes the location, equipment, staff requirements, and any necessary licenses or permits. For example, a student opening a food truck needs to discuss the physical location of the food truck, any partnerships with local festivals for events, and the number of employees required to operate the truck successfully.

Financial Projections: Planning for Profit

Financial projections are critical in demonstrating the viability of the business. This section must include forecasts for income, expenses, and profitability. For a student looking to begin a tech service, projecting potential earnings based on market size and pricing strategy is essential. It’s beneficial to create a sales forecast that outlines expected revenue based on different scenarios, such as an average case where the service captures 10% of the market.

Essential Financial Projection Components:

• Start-Up Costs
• Projected Income Statement
• Cash Flow Statement
• Break-Even Analysis

Funding Requirements: Securing Investment

If the business will require external funding, detailing the funding requirements is necessary. Students should define how much capital is needed and outline where they expect to obtain it—whether through loans, investors, or personal savings. For instance, if launching an app, a student should clearly state how much investment they need to cover development and marketing expenses and what potential return they offer to investors.

Appendix: Supporting Documents

The appendix serves as a place for additional documents that support the business plan, such as resumes, reference letters, or detailed research findings. Including this information lends credibility to the plan and provides additional context for potential investors or mentors.

Learning to craft a compelling business plan can significantly benefit student entrepreneurs. By incorporating these core components, they can construct a roadmap for success and attract the necessary resources to bring their business ideas to fruition. Whether aspiring to manage a café, launch a tech startup, or create an online boutique, a carefully structured business plan is one of the first steps toward entrepreneurship.

The Importance of Market Research in Student Business Plans

In today’s competitive business landscape, aspiring entrepreneurs, particularly students, must grasp the significance of market research when crafting their business plans. Utilizing thorough market research not only enhances the quality of a student’s business plan but also establishes a solid foundation for their entrepreneurial journey. Understanding the target market, identifying competitors, and recognizing industry trends are crucial steps that students should take before launching their businesses.

Understanding the Target Market

Knowing the target market is essential for any business. It helps students to design products or services that cater specifically to their audience’s needs. Conducting market research allows students to:

• Identify demographics: Understanding age, gender, income levels, and preferences can guide students in tailoring their offerings.
• Gather customer feedback: Engaging with potential customers through surveys or focus groups can provide invaluable insights into their expectations and desires.
• Analyze purchasing behavior: Recognizing patterns in how and why customers make purchases can help students strategize their marketing efforts effectively.

Identifying Competitors

Another vital aspect of market research is competitor analysis. Students must understand who their competitors are, what they offer, and how they position themselves in the market. Familiarity with competitors allows students to:

• Differentiate their offerings: By analyzing competitors, students can identify gaps in the market and develop unique selling propositions that set them apart.
• Learn from competitors’ successes and failures: Understanding what works in the industry gives students insight into best practices and potential pitfalls.
• Adjust pricing strategies: Observing competitor pricing can help students set competitive prices while ensuring profitability.

Recognizing Industry Trends

Staying abreast of industry trends is equally crucial. The business environment is dynamic, and trends can significantly influence consumer behavior and market demand . Through diligent market research, students can:

• Spot emerging trends: Identifying shifts in consumer preferences, technology advancements, or economic changes can help students position their companies for future success.
• Assess market viability: Understanding current and future trends allows students to determine if their business ideas are sustainable in the long run.
• Adapt marketing strategies: With awareness of trending topics or interests within their market, students can align their marketing efforts to resonate with potential customers effectively.

Tools and Techniques for Market Research

Various tools and techniques can aid students in their market research endeavors. They should consider using:

• Online surveys: Platforms like SurveyMonkey or Google Forms enable students to create and distribute surveys easily.
• Social media polls: Utilizing social media channels can provide insights into consumer sentiment and preferences with immediate feedback.
• Industry reports: Many organizations publish valuable research data that can be accessed for free or at a reasonable cost.
• Competitor websites: Regularly analyzing competitors’ Websites and marketing materials can provide insights into their strategies.

Implementing Research Findings

After gathering relevant data, students must take action on their findings. This includes:

• Revising business plans: research findings can enhance and refine the business plan, making it more robust and convincing to potential investors.
• Tailoring marketing campaigns: Properly analyzing target marketing insights will enable students to craft campaigns that resonate with their audience effectively.
• Innovating products or services: Insights from market research can lead to improvements or iterations on offerings, better meeting customer needs.

Market research into student business plans is not merely an academic exercise; it serves as a practical foundation for entrepreneurial success. When students understand their market, analyze competitors, recognize trends, and actively implement their findings, they greatly increase their chances of building sustainable businesses. Thorough preparation using market insights paves the way for innovative ideas, successful launches, and thriving ventures.

How to Financially Forecast When Writing a Business Plan as a Student

When diving into the world of entrepreneurship, especially as a student, understanding how to financially forecast is crucial. A financial forecast provides a roadmap for potential investors and helps outline what the future holds for your business. It’s essential to approach this important component of your business plan with clarity and a sound strategy.

Define Your Financial Goals

The first step in effective financial forecasting is defining your financial goals. Knowing precisely what you aim to achieve will serve as the foundation for all your calculations. Consider these key factors:

• Revenue milestones: What sales figures do you wish to achieve within the first year?
• Profit margins: How much profit do you aim to make after expenses are deducted?
• Funding needs: Do you require external funding, and if so, how much?

Understanding these elements helps shape your forecast and prepares you for deeper insights into your business’s financial health.

Gather Historical Data

Even as a student, it’s possible to compile relevant data that can influence your forecast. If you’re launching a business similar to existing companies, use their financial data as references. Look into:

• Industry benchmarks: Find statistics that reflect average sales and growth rates in your sector.
• Competitor performance: Analyze the financial success of competitors to gauge realistic expectations for your projections.
• Market trends: Investigate whether the demand for your product or service is rising or falling.

Each data point will enhance the accuracy of your financial forecasts, positioning you for greater business success.

Estimate Income and Expenses

At the core of financial forecasting are your estimates of income and expenses. It’s vital to break down these elements in detail.

Estimating Income

Begin by predicting how much you will earn from sales. Use the following strategies:

• Pricing strategy: What price will you set for your product/service?
• Sales volume: Estimate how many units you expect to sell over a defined period.

By multiplying the price by the expected sales volume, you can arrive at your forecasted revenue.

Estimating Expenses

Expenses can range widely, so consider both fixed and variable costs:

• Fixed costs: These remain unchanged regardless of your sales volume, such as rent and salaries.
• Variable costs: These fluctuate based on sales, such as materials and shipping expenses.

Be thorough in your calculations, as underestimating costs can jeopardize your entire plan.

Cash Flow Projections

Maintaining positive cash flow is vital for a thriving business. Cash flow projections display your incoming and outgoing cash over time. Follow these steps:

• Create a cash flow statement : Outline your estimated cash inflows (from sales) and cash outflows (expenses).
• Forecast monthly : Project cash flow on a monthly basis to observe trends and adjust your strategy accordingly.

This level of detail will help you anticipate periods of surplus or shortfall in funds, making it easier to plan for unexpected costs.

Create a Break-Even Analysis

A break-even analysis determines when your business will become profitable. It’s critical for understanding how much you need to sell before generating a profit. To conduct this analysis:

• Calculate total fixed costs.
• Determine the contribution margin per unit (selling price minus variable costs).
• Divide total fixed costs by the contribution margin to find the break-even point.

This calculation not only guides your pricing strategy but also shapes your investment pitches.

Review and Revise Regularly

Forecasting is not a one-time task. Regularly review and revise your projections based on actual performance:

• Compare actual results to projections to identify discrepancies.
• Adjust assumptions according to market changes.

Feedback and adaptability are indispensable for refining your forecasting approach and ensuring continued growth.

By following these strategies, you can develop a comprehensive financial forecast for your business plan, positioning yourself as a credible entrepreneur despite being a student. Each component will contribute to a well-rounded, realistic view of your business’s potential, boosting your confidence as you embark on your entrepreneurial journey.

Creative Business Ideas for Student Entrepreneurs and Their Plans

Embarking on an entrepreneurial journey as a student can be both thrilling and daunting. With the right creative business ideas and well-structured plans, aspiring entrepreneurs can navigate this exciting phase with confidence. Here are some innovative concepts and essential elements that can form the foundation for your business venture.

Freelance Graphic Design

Students with a knack for creativity can consider offering freelance graphic design services. With the increasing demand for logos, promotional materials, and social media content, this field offers significant opportunities.

• Identify your niche—branding, social media graphics, or print design.
• Create a portfolio website to showcase your work.
• Utilize social media platforms to reach potential clients.
• Set competitive pricing based on market research.

E-commerce Store for Handmade Crafts

For students with crafting skills, starting an e-commerce website to sell handmade goods can be an excellent business model. Platforms like Etsy make it easy to reach a global audience.

• Source sustainable and quality materials for crafting.
• Develop a captivating brand story that resonates with customers.
• Implement an SEO strategy to enhance visibility on search engines.
• Market your products via social media campaigns and influencer collaborations.

Online Tutoring Services

With the rise of remote education, online tutoring remains a great option for student entrepreneurs who excel in academics. By offering tutoring services in subjects like math, science, or even languages, students can leverage their knowledge.

• Identify subject areas where you have expertise.
• Set up a website to schedule sessions and process payments.
• Build trust through testimonials and reviews from satisfied students.
• Offer free trial sessions to attract new clients.

Blogging or Vlogging

If you’re passionate about a specific topic—be it fashion, travel, or tech—consider blogging or vlogging as a way to monetize your interest. By building a personal brand, you can attract sponsorships and affiliate marketing opportunities.

• Choose a specific niche to focus on to establish authority.
• Develop a content calendar to maintain consistent postings.
• Engage with your audience through social media channels.
• Utilize analytics tools to track your audience’s interests and optimize content accordingly.

Mobile Car Wash and Detailing Services

This business idea caters to busy professionals who lack time for car maintenance. Offering a mobile car washing and detailing service can be both profitable and relatively low-cost to start.

• Invest in quality cleaning supplies and equipment.
• Market your services through local advertising and online platforms.
• Provide various packages to cater to different budgets.
• Use a scheduling tool to manage appointments easily.

Event Planning and Coordination

If you’re organized and enjoy planning parties or events, consider starting an event planning business. You can begin by coordinating student events and gradually expand to corporate ones.

• Network with local vendors to secure deals and discounts.
• Create a detailed checklist for each type of event to streamline the process.
• Leverage social media to showcase past events and gain new clients.
• Offer packages that include venue sourcing, décor, and logistics planning.

As student entrepreneurs explore these creative business ideas, they must remember that a solid business plan is the backbone of any successful venture. Tailor your strategies based on personal interests and market needs to enhance your chances of success. With dedication and a clear vision, the sky’s the limit!

Common Mistakes to Avoid in Student Business Plans

Creating a business plan is a crucial step for student entrepreneurs who aspire to turn their innovative ideas into successful ventures. However, there are common pitfalls that can undermine the effectiveness of these plans. Here are some mistakes students should avoid when crafting a business plan to enhance their chances of success.

Avoid Ambiguity

It’s essential to be precise about your business goals, target market, and the unique value proposition of your product or service. Vague statements can lead to confusion and may mislead potential investors or partners. Instead of writing, “We want to be the best in our market,” specify what that means—identify your metrics and how you plan to achieve them.

Neglecting Market Research

One of the biggest mistakes is skipping thorough market research. Failing to understand your target audience’s needs, preferences, and behaviors can be detrimental. Comprehensive market research aids in identifying opportunities and challenges. Consider these steps to ensure you are well-informed:

• Conduct surveys or interviews with potential customers.
• Analyze competitors and their market positioning.
• Utilize statistical data to grasp market trends.

Overly Optimistic Financial Projections

Many student entrepreneurs fall into the trap of presenting overly ambitious financial forecasts. While being optimistic is important, basing projections solely on hope can discredit the business plan. Aim to create realistic financial expectations by:

• Researching industry benchmarks to inform your projections.
• Including a break-even analysis to show when you expect to become profitable.
• Projecting conservative estimates of revenue growth and expenses.

Ignoring the Competition

Understanding your competitors is critical for positioning your business. Common mistakes include neglecting to analyze competitors or underestimating their impact. It’s important to:

• Identify main competitors in your niche.
• Examine their strengths and weaknesses.
• Describe how your business differs and the advantages you will have over them.

Failure to Secure Relevant Skills and Expertise

Another widespread error is trying to cover all aspects of the business without acknowledging personal limitations. Successful entrepreneurship often requires a team effort. Consider bringing in partners or advisors who possess skills you may lack. This can strengthen your business plan by:

• Highlighting diverse expertise in finance, marketing, and operations.
• Demonstrating a well-rounded team to potential investors.

Underestimating the Importance of an Executive Summary

Many overlook the significance of an impactful executive summary. It is often the first impression decision-makers will have of your business plan. This section should succinctly summarize your mission, market strategy, and financial outlook. Key elements to include are:

• A brief description of your business idea.
• Insights into your target market.
• An overview of your financial projections.

Forgetting to Outline Realistic Milestones

Milestones are essential for tracking progress and motivating your team. A business plan without clear, achievable milestones may appear unstructured and lessen its credibility. When defining your milestones:

• Set specific, measurable goals.
• Establish timelines for each milestone to maintain accountability.
• Regularly evaluate and adjust your milestones based on progress.

Neglecting to Revise the Plan Regularly

An effective business plan is not static. Many students make the mistake of treating it as a one-time task. As market conditions and business dynamics change, revising your plan regularly is necessary to stay aligned with your goals and strategies. Conduct regular reviews to:

• Evaluate your progress against set milestones.
• Revise your strategies based on feedback and new opportunities.

By steering clear of these common mistakes, student entrepreneurs can craft strong, persuasive business plans that attract support, investment, and guidance. Remember, the process of creating a business plan is just as important as the final document. Strive for clarity, research, collaboration, and adaptability, and you will put yourself on a path to entrepreneurial success.

The Role of Mentorship in Developing Effective Business Plans for Students

Mentorship has emerged as a powerful tool for students venturing into entrepreneurship, particularly in the context of developing effective business plans. The relationship between a mentor and a mentee can serve as a catalyst for growth, guiding students through the intricate process of business planning. There are several key aspects where mentorship significantly enhances the ability of students to create robust business plans.

Personalized Guidance and Insights

One of the most significant advantages of having a mentor is the personalized guidance they provide. Mentors often bring years of experience and practical knowledge to the table. This experience proves invaluable for students who may be new to entrepreneurship. With their insights, mentors can help students identify potential pitfalls and recognize opportunities specific to their business idea.

• Expert Consultation: Mentors can offer expertise in particular fields, whether it’s marketing, finance, or operations, allowing students to tailor their business plans effectively.
• Networking Opportunities: Mentors often have vast professional networks they can leverage, helping students connect with potential partners, investors, and customers.

Encouraging Critical Thinking and Creativity

Effective business plans are not just about numbers; they reflect creative thinking and strategic foresight. Mentors can challenge students to think critically about their business ideas, encouraging them to explore various avenues and possible outcomes. By posing thought-provoking questions, mentors assist students in considering multiple perspectives.

• Idea Generation: Mentors can facilitate brainstorming sessions that lead to innovative ideas and potential revenue streams.
• Problem-Solving: With the mentor’s guidance, students can develop their problem-solving skills, preparing them for potential challenges they may face in the business landscape.

Structuring the Business Plan

A well-structured business plan is vital for attracting investors and ensuring the viability of the business. Mentors help students identify essential components that should be included in their plans, such as:

• Executive Summary: A concise overview of the business and its goals.
• Market Analysis: Understanding the industry landscape and target audience.
• Marketing Strategy: Outlining how to reach and engage customers.
• Financial Projections: Estimating revenue, costs, and profitability.
• Operational Plan: Detailing the logistics of running the business.

By helping students structure their business plans effectively, mentors ensure that the plans meet the expectations of stakeholders and investors alike.

Providing Accountability and Motivation

Having a mentor inherently establishes a framework of accountability. When students know they need to report back to their mentors, they are more likely to stay committed to their objectives. Moreover, mentors can motivate students, especially during challenging times. The entrepreneurial journey often comes with ups and downs, and a mentor can provide reassurance, guidance, and the necessary nudge to keep pushing forward.

Fostering a Growth Mindset

With a mentor’s support, students can cultivate a growth mindset. They learn to view challenges as opportunities for learning and growth rather than insurmountable obstacles. This shift in perspective is crucial for entrepreneurship, where resilience and adaptability are key predictors of success.

• Encouraging Continuous Learning: Mentors instill the importance of ongoing education and self-improvement.
• Reflective Practice: Regular discussions with mentors encourage students to reflect on their experiences, leading to better decision-making in the future.

Ultimately, mentorship plays a pivotal role in developing effective business plans for students pursuing entrepreneurship. By providing guidance, fostering critical thinking, enhancing accountability, and encouraging a growth mindset, mentorship transforms students’ ideas into actionable, well-structured business plans. For aspiring entrepreneurs, finding the right mentor can be one of the most impactful steps they take in their journey.

Leveraging Technology to Streamline Business Plan Development for Students

In a world where technology shapes how we operate, students venturing into entrepreneurship can greatly benefit from leveraging various tools to develop their business plans. A well-crafted business plan not only serves as a roadmap for budding entrepreneurs but also enhances their chances of success. By using technological advancements, students can streamline this critical process and ensure they remain competitive in today’s fast-paced market.

Understanding the Importance of a Business Plan

Before exploring the technological tools available, it’s essential to grasp why a solid business plan is vital. A business plan acts as a blueprint that outlines the operational structure, market analysis, financial projections, and marketing strategies of a venture. For students, grasping the components and key performance indicators (KPIs) of their business is crucial. This understanding helps them secure funding from investors, manage resources effectively, and evaluate business performance over time.

Online Business Plan Tools

Several online platforms provide templates and tools to aid students in writing their business plans. These resources not only simplify the process but also offer guidance on how to present ideas effectively. Popular online tools include:

• LivePlan: This tool allows users to create business plans with ease. It provides step-by-step instructions and visual aids to help articulate each section clearly.
• BizPlan: BizPlan offers a visual planner that helps users develop their ideas intuitively. It allows for seamless collaboration if students wish to work in teams.
• Enloop: Enloop uses your input to create a draft business plan and automatically generates a performance score to evaluate the feasibility of your ideas.
• Canva: While primarily a graphic design tool, Canva offers stunning templates for business plans that can elevate any presentation. Students can easily combine text with visuals for a more impactful proposal.

Utilizing Financial Modeling Software

Financial projections are a necessary component of any business plan. Missing this crucial detail could lead to misunderstandings and miscalculations. Fortunately, technology offers robust financial modeling software tailored for students and entrepreneurs. Some noteworthy options include:

• Excel: A staple in any student’s toolkit, Excel allows for detailed financial modeling. With templates readily available, students can practice creating budgets, cash flow projections, and profit-loss statements.
• QuickBooks: This accounting software provides valuable insights into the financial health of a business and offers tools to create forecasts.

Collaboration Tools for Team Projects

For those working in groups, collaboration tools are indispensable. They enable seamless communication and project management. Here are a few tools to consider:

• Trello: This visual project management tool helps teams keep track of tasks and deadlines efficiently. Each member can update their progress and ensure everyone is aligned.
• Slack: A communication platform that allows for real-time discussions, file sharing, and organization within channels that can be tailored to specific project aspects.

Research and Market Analysis Tools

Accurate market analysis is integral to developing a successful business plan. Students can explore the following tools to gather data effectively:

• Google Trends: This tool allows students to analyze trending keywords in their industry. Understanding consumer interests can shape how they position their business.
• SurveyMonkey: Gathering insights directly from potential customers is essential. SurveyMonkey enables students to create surveys that yield valuable feedback.

Final Thoughts on Streamlining Your Plan

With technology rapidly changing the landscape of entrepreneurship, students have an unprecedented opportunity to refine their business plans efficiently. By utilizing online tools and software dedicated to business planning and market analysis, students can boost their confidence and structure their ideas more clearly. Moreover, these resources not only save time but also enhance creativity and reduce the stress associated with creating comprehensive business plans.

Ultimately, the integration of technology into business plan development equips students with essential skills and an edge in the competitive entrepreneurial world. They can confidently present their ideas, back them with data, and demonstrate the viability of their business concepts, paving the way for future success.

Crafting a business plan is not just essential for aspiring entrepreneurs; it is also a rite of passage that helps students visualize their entrepreneurial dreams and understand the intricacies of running a business. As we’ve explored, several key components contribute to the success of student business plans. By understanding these elements, students can create comprehensive and actionable plans that are tailored to their unique ideas and goals.

Market research stands out as a vital step in developing a business plan. It allows students to grasp their target audience’s needs, assess the competition, and identify market trends. With this information, they can make informed decisions that are crucial during the planning phase. Conducting thorough market research not only enhances a business idea’s viability but also showcases a student’s commitment and professionalism when presenting their plan to potential investors or mentors. The data gleaned from this research can serve as a powerful tool for justifying the feasibility of the proposed business, which is especially important in convincing stakeholders of its potential success.

When it comes to the financial aspect, students often encounter challenges in forecasting and budgeting. However, accurate financial projections are crucial in any business plan. Students must learn to create realistic forecasts that reflect potential revenue, operating costs, and profit margins. This section of the plan should be based on the market research findings and supported by concrete data. tools and software can simplify this process, allowing for more precise calculations and easier adjustments when needed. A sound financial plan not only guides the student’s actions but also establishes credibility among potential investors.

Creative business ideas flourish amongst students, inspired by their unique experiences and perspectives. However, the cultivation of these ideas must be underpinned by a concrete plan. Outlining the business concept, defining the target market, and detailing the operational strategy can transform a simple idea into a promising venture. Moreover, by highlighting their ingenuity and adaptability, students can develop distinct strategies that set them apart in the marketplace. Whether starting an innovative app or a niche product line, students can showcase their creativity by crafting plans that are as dynamic as their ideas.

Avoiding common mistakes in business plan development can significantly impact a student’s success. Many students overlook the importance of clarity and specificity. Failing to clearly outline objectives, strategies, and metrics can leave a plan feeling vague and unconvincing. Additionally, neglecting to address potential risks and challenges can lead to unrealistic expectations. By understanding and navigating these pitfalls, students can create robust plans that anticipate obstacles and outline contingency strategies. Educators and mentors can provide valuable feedback to help students refine their plans and better prepare them for future challenges.

Mentorship plays an instrumental role in shaping successful business plans. Engaging with experienced entrepreneurs allows students to gain insights that they may not have considered. Mentors can provide constructive criticism, offer guidance on best practices, and share their own experiences, all of which are invaluable to a student entrepreneur. Developing a relationship with a mentor enriches the planning process and can even open doors to networking opportunities that can elevate the student’s entrepreneurial journey.

Today’s digital landscape offers numerous tools and technologies to streamline the business plan development process. From agile project management applications to financial modeling software, students are better equipped than ever to craft comprehensive plans. Utilizing these resources can enhance collaboration, improve organization, and facilitate adjustments throughout the planning phase. Students should take advantage of these technological advancements to save time and focus more on the creative aspects of their business ideas.

As students embark on their entrepreneurial journeys, they must remember that a business plan is not merely a document but a living entity that evolves as their ideas develop. By integrating market research, financial forecasting, mentorship, creativity, and technology, students can build compelling business plans that inspire confidence and drive action. The entrepreneurial path is filled with uncertainties, but with a well-structured plan and a clear vision, student entrepreneurs can navigate these challenges and work towards turning their dreams into reality. Preparing a business plan is not just about generating a product or service; it is about establishing a foundation for a future filled with opportunities, personal growth, and, ultimately, success.

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• UConn Library
• Topic: Entrepreneurship & Business Plan Guide
• Business Plan (How to & Samples)

Topic: Entrepreneurship & Business Plan Guide — Business Plan (How to & Samples)

• Idea Generation
• Industry Information
• Competitors
• Market Research
• Financial Data
• Advertising & Promotion
• Small Business Advisors
• Products, R&D, Strategy
• Patents and Trademarks
• Grants, Loans, and Financing
• Franchises & Franchising
• Celebrating Connecticut

What is a Business Plan?

A business plan is "a guide—a roadmap for your business that outlines goals and details how you plan to achieve those goals."--Tim Berry from Bplans site.

• An Introduction to Business Plans Introduction to a tutorial on business plans written by the staff at Entrepreneur magazine.
• Business Planning Guide Step-by-Step guide to write a Business Plan by Bplans site.
• Create Your Business Plan, from the U.S. Small Business Administration (SBA) The SBA has delivered millions of loans, loan guarantees, contracts, counseling sessions and other forms of assistance to small businesses.

What is included in a Business Plan?

The following components make up a business plan:

Table of Contents

Executive Summary : Appears first, written last. Provides a snapshot of your company explaining who you are, what you do, and why.

Mission & Vision: Here you define the purpose of your business (Mission) and a statement about your perception of the company's growth and potential (Vision). Include specific goals and objectives of the business

Business Description: Provide background information about the company including brief history of the business and list of key company principals.

Define Your Market: Describe the industry within which your business will operate, identify your target market, provide a general profile of your targeted clients, and describe what share of the market your currently have and/or anticipate. For this section of the business plan, your will undertake following types of research:

Industry Analysis : how is the industry structured, trends and statistics, key players, segmentation, sales and distribution channels etc.

Competitive Analysis : major competitors, strengths and weaknesses, how would you position yourself against the competition, market niche, product/service comparison

Customers: who are the customers (demographic data), what do they want, customer buying habits, market share/market size, consumer preferences

Advertising and Promotion : How will you reach out to potential customers? Where do they currently shop for product/service? Where will you advertise and how will you measure the effectiveness of your advertising and promotion efforts?

Pricing : strategy, policies, price list, break-even analysis

Location : Where is your business located? (home-based; retail; commercial, etc….), is the location of your business important? Any special zoning, land or building improvements needed to accommodate your operation? If location is important, what are the features of your location?

Products & Services:   Describe all your products and services; explain how your products and services are competitive including unique features, benefits of the product or service, niche served, stage of product/service development, production, future growth.

Organization & Management: Describe how your company is organized including legal structure(sole proprietorship, partnership, corporation etc); identify any special licenses and/or permists your business operates with; provide brief bio of key managers within the company; include an organization chart if available.

Marketing & Sales Strategy: Identify and describe your maket -- who are your customers and what's the demand for your products and services; channels of dsitribution you will use; your sales strategy specific to pricing, promotion, products, and place.

Financial Management:

For new business include: estimate of start-up costs (all one-time expenses such as equipment, deposits, fees, etc.); projected balance sheet, income statement, cash flow statement (1 year forward)

For existing business include: balance sheets (last 3 years), income statements (last 3 years), cash flow statements (12 months)

If applying for a loan: current personal financial statement on each principal; federal tax return for prior year

Appendices: This section may include company brochures, resumes of key employees, list of business equipment, copies of press articles and advertisements (if available), pictures of your business location and products, any applicable information about your industry and /or products, key business agreements such as lease, contracts etc.  

(Adapted from: SBA's Business Plan Template )

Finding Sample Business Plans

• Business Plans Handbook/ Lynn M. Pearce, ed. Vol 13. Includes sample plans on numerous topics such as advertising, fitness center, landscaping, and technology solutions provider and more.
• Business Plans Handbook/ Lynn M. Pearce, ed. Vol. 19. Includes business plans for assisted living facility, auto dealing, bowling alley, commodities trading firm, digital presentations, farm, furniture store, gas station, laundry mat, web design, and more.
• Business Plans Handbook (via Reference for Business) Earlier volumes of the Business Plans Handbook are available at the above sites for free.
• BPlans.com Includes samples of business plans as well as advice and tips on writing a business plan, starting and running a business.

Why You Need a Business Plan?

You need a business plan:

• To see if you have a viable business idea
• To identify your (and your company's) strengths and weaknesses
• To assess the market for your product or service
• To size up the competition
• To determine your financial needs
• To attract investors
• To set up milestones and monitor your business
• << Previous: Idea Generation
• Next: Industry Information >>
• Last Updated: Aug 29, 2024 11:41 AM
• URL: https://guides.lib.uconn.edu/entrepreneurship

Expert business plan and financial models

How to Write an Executive Summary (+ Examples)

• September 4, 2024
• Business Plan , How to Write

The executive summary is the cornerstone of any business plan, serving as a gateway for readers to understand the essence of your proposal.

It summarizes the plan’s key points into a digestible format, making it crucial for capturing the interest of investors, partners, and stakeholders.

In this comprehensive guide, we’ll explore what the executive summary is, why we use it, and also how you can create one for your business plan. Let’s dive in!

What is an Executive Summary?

An executive summary is a concise and compelling overview of a business plan (or simply a report), designed to provide readers, such as investors, partners, or upper management, with a quick and clear understanding of the document’s most critical aspects.

For a business plan, it summarizes the key points including the business overview , market analysis , strategy plan timeline and financial projections.

Typically, the executive summary is the first section of a business plan, but it should be written last to ensure it accurately reflects the content of the entire document.

The primary goal of an executive summary is to engage the reader’s interest and encourage them to read the full document.

It should be succinct, typically no more than one to two pages, and articulate enough to stand on its own, presenting the essence of the business proposal or report without requiring the reader to go through the entire document for basic understanding.

Why Do We Use It?

The executive summary plays a crucial role in whether a business plan opens doors to funding, partnerships, or other opportunities . It’s often the first (and sometimes the only) part of the plan that stakeholders read, making it essential for making a strong, positive first impression. As such, we use it in order to:

• Capture Attention: Given the volume of business plans investors, partners, and lenders might receive, an executive summary’s primary function is to grab the reader’s attention quickly. It highlights the most compelling aspects of the business to encourage further reading.
• Save Time: It provides a succinct overview of the business plan, allowing readers to understand the key points without going through the entire document. This is particularly beneficial for busy stakeholders who need to make informed decisions efficiently.
• Facilitate Understanding: An executive summary distills complex business concepts and strategies into a concise format. Therefore, it makes it easier for readers to grasp the business’s core mission, strategic direction, and potential for success.
• Driving Action: By summarizing the financial projections and funding requirements, an executive summary can effectively communicate the investment opportunity. Indeed the investment opportunity, whether to raise money from investors or a loan from a bank, is the most common reason why we prepare business plans.
• Setting the Tone: The executive summary sets the tone for the entire business plan. A well-written summary indicates a well-thought-out business plan, reflecting the professionalism and competence of the management team.

How to Write an Executive Summary in 4 Simple Steps

Here’s a streamlined approach to crafting an impactful executive summary:

1. Start with Your Business Overview

• Company Name: Begin with the name of your business.
• Location: Provide the location of your business operations.
• Business model: Briefly describe how you make money, the producfs and/or services your business offers.

2. Highlight the Market Opportunity

• Target Market : Identify your target market and its size.
• Market Trends : Highlight the key market trends that justify the need for your product or service.
• Competitive Landscape : Describe how your business is positioned to meet this need effectively.

3. Present Your Management Team

• Team Overview: Introduce the key members of your management team and their roles.
• Experience: Highlight relevant experience and skills that contribute to the business’s success.

4. Include Financial Projections

• Financial Summary: Provide a snapshot of key financial projections, including revenue, profits, and cash flow over the next three to five years.
• Funding Requirements: If seeking investment, specify the amount needed and how it will be used.

2 Executive Summary Examples

Here are 2 examples you can use as an inspiration to create yours. These are taken from our coffee shop and hair salon business plan templates.

Coffee Shop Executive Summary

Hair Salon Executive Summary

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9 Business Plan Examples to Inspire Your Own (2024)

Need support creating your business plan? Check out these business plan examples for inspiration and guidance.

Any aspiring entrepreneur researching how to start a business will likely be advised to write a business plan. But few resources provide business plan examples to really guide you through writing one of your own.

Here are some real-world and illustrative business plan examples to help you craft your business plan .

Business plan format: 9 examples

The business plan examples in this article follow this template:

• Executive summary
• Company description
• Market analysis
• Products and services
• Marketing plan
• Logistics and operations plan
• Financial plan
• Customer segmentation

1. Executive summary

Your executive summary is a page that gives a high-level overview of the rest of your business plan. While it appears at the beginning, it’s easiest to write this section last, as there are details further in the report you’ll need to include here.

In this free business plan template , the executive summary is four paragraphs and takes a little over half a page. It clearly and efficiently communicates what the business does and what it plans to do, including its business model and target customers.

2. Company description

You might repurpose your company description elsewhere, like on your About page , social media profile pages, or other properties that require a boilerplate description of your small business.

Soap brand ORRIS has a blurb on its About page that could easily be repurposed for the company description section of its business plan.

You can also go more in-depth with your company overview and include the following sections, like in this business plan example for Paw Print Post:

Business structure

This section outlines how you registered your business —as an LLC , sole proprietorship, corporation, or other business type : “Paw Print Post will operate as a sole proprietorship run by the owner, Jane Matthews.”

Nature of the business

“Paw Print Post sells unique, one-of-a-kind digitally printed cards that are customized with a pet’s unique paw prints.”

“Paw Print Post operates primarily in the pet industry and sells goods that could also be categorized as part of the greeting card industry.”

Background information

“Jane Matthews, the founder of Paw Print Post, has a long history in the pet industry and working with animals, and was recently trained as a graphic designer. She’s combining those two loves to capture a niche in the market: unique greeting cards customized with a pet’s paw prints, without needing to resort to the traditional (and messy) options of casting your pet’s prints in plaster or using pet-safe ink to have them stamp their ’signature.’”

Business objectives

“Jane will have Paw Print Post ready to launch at the Big Important Pet Expo in Toronto to get the word out among industry players and consumers alike. After two years in business, Jane aims to drive $150,000 in annual revenue from the sale of Paw Print Post’s signature greeting cards and to have expanded into two new product categories.”

“Jane Matthews is the sole full-time employee of Paw Print Post but hires contractors as needed to support her workflow and fill gaps in her skill set. Notably, Paw Print Post has a standing contract for five hours a week of virtual assistant support with Virtual Assistants Pro.”

Your mission statement may also make an appearance here. Passionfruit shares its mission statement on its company website, and it would also work well in its example business plan.

3. Market analysis

The market analysis consists of research about supply and demand , your target demographics, industry trends, and the competitive landscape. You might run a SWOT analysis and include that in your business plan. 

Here’s an example SWOT analysis for an online tailored-shirt business:

You’ll also want to do a competitive analysis as part of the market research component of your business plan. This will tell you which businesses you’re up against and give you ideas on how to differentiate your brand. A broad competitive analysis might include:

• Target customers
• Unique value proposition , or what sets the products apart
• Sales pitch
• Price points for products
• Shipping policy

4. Products and services

This section of your business plan describes your offerings—which products and services do you sell to your customers? Here’s an example for Paw Print Post that explains its line of custom greeting cards, along with details on what makes its products unique.

5. Marketing plan

It’s always a good idea to develop a marketing plan before you launch your business. Your marketing plan shows how you’ll get the word out about your business, and it’s an essential component of your business plan as well.

The Paw Print Post focuses on four Ps: price, product, promotion, and place. However, you can take a different approach with your marketing plan. Maybe you can pull from your existing marketing strategy , or maybe you break it down by the different marketing channels. Whatever approach you take, your marketing plan should describe how you intend to promote your business and offerings to potential customers.

6. Logistics and operations plan

The Paw Print Post example considered suppliers, production, facilities, equipment, shipping and fulfillment, and inventory. This includes any raw materials needed to produce the products.

7. Financial plan

The financial plan provides a breakdown of sales, revenue, profit, expenses, and other relevant financial metrics related to funding and profiting from your business.

Ecommerce brand Nature’s Candy’s financial plan breaks down predicted revenue, expenses, and net profit in graphs.

It then dives deeper into the financials to include:

• Funding needs
• Projected profit-and-loss statement
• Projected balance sheet
• Projected cash-flow statement

You can use a financial plan spreadsheet to build your own financial statements, including income statement, balance sheet, and cash-flow statement.

8. Customer segmentation

Customer segmentation means dividing your target market into groups based on specific characteristics. These characteristics can be demographics, psychographics, behavior, or geography. Your business plan will provide detailed information on each segment, like its size and growth potential, so you can show why they are valuable to your business. 

Airsign , an eco-friendly vacuum cleaner company, faced the challenge of building a sustainable business model in the competitive home appliance market. They identified three key customer personas to target:

• Design-oriented urban dwellers
• Millennials moving to suburbs
• Older consumers seeking high-quality appliances

The company utilized Shopify’s customer segmentation tools to gain insights and take action to target them. Airsign created targeted segments for specific marketing initiatives.

Put your customer data to work with Shopify’s customer segmentation

Shopify’s built-in segmentation tools help you discover insights about your customers, build segments as targeted as your marketing plans with filters based on your customers’ demographic and behavioral data, and drive sales with timely and personalized emails.

9. Appendix

The appendix provides in-depth data, research, or documentation that supports the claims and projections made in the main business plan. It includes things like market research, finance, résumés, product specs, and legal documents. 

Readers can access detailed info in the appendix, but the main plan stays focused and easy to read. Here’s an example from a fictional clothing brand called Bloom:

Appendix: Bloom Business Plan

Types of business plans, and what to include for each

This lean business plan is meant to be high level and easy to understand at a glance. You’ll want to include all of the same sections in one-page business plan, but make sure they’re truncated and summarized:

• Executive summary: truncated
• Market analysis: summarized
• Products and services: summarized
• Marketing plan: summarized
• Logistics and operations plan: summarized
• Financials: summarized

A startup business plan is for a new business. Typically, these plans are developed and shared to secure funding . As such, there’s a bigger focus on the financials, as well as on other sections that determine viability of your business idea—market research, for example:

• Market analysis: in-depth
• Financials: in-depth

Your internal business plan is meant to keep your team on the same page and aligned toward the same goal:

A strategic, or growth, business plan is a big-picture, long-term look at your business. As such, the forecasts tend to look further into the future, and growth and revenue goals may be higher. Essentially, you want to use all the sections you would in a normal business plan and build upon each:

• Market analysis: comprehensive outlook
• Products and services: for launch and expansion
• Marketing plan: comprehensive outlook
• Logistics and operations plan: comprehensive outlook
• Financials: comprehensive outlook

Feasibility

Your feasibility business plan is sort of a pre-business plan—many refer to it as simply a feasibility study. This plan essentially lays the groundwork and validates that it’s worth the effort to make a full business plan for your idea. As such, it’s mostly centered around research:

Nonprofit business plans are used to attract donors, grants, and partnerships. They focus on what their mission is, how they measure success, and how they get funded. You’ll want to include the following sections in addition to a traditional business plan:

• Organization description
• Need statement
• Programs and services
• Fundraising plan
• Partnerships and collaborations
• Impact measurement

Set yourself up for success as a business owner

Building a good business plan serves as a roadmap you can use for your ecommerce business at launch and as you reach each of your business goals. Business plans create accountability for entrepreneurs and synergy among teams, regardless of your business model .

Kickstart your ecommerce business and set yourself up for success with an intentional business planning process—and with the sample business plans above to guide your own path.

Business plan examples FAQ

How do i write a simple business plan.

To write a simple business plan, begin with an executive summary that outlines your business and your plans. Follow this with sections detailing your company description, market analysis, organization and management structure, product or service, marketing and sales strategy, and financial projections. Each section should be concise and clearly illustrate your strategies and goals.

What is the best format to write a business plan?

The best business plan format presents your plan in a clear, organized manner, making it easier for potential investors to understand your business model and goals. Always begin with the executive summary and end with financial information or appendices for any additional data.

What are the 4 key elements of a business plan?

• Executive summary: A concise overview of the company’s mission, goals, target audience, and financial objectives.
• Business description: A description of the company’s purpose, operations, products and services, target markets, and competitive landscape.
• Market analysis: An analysis of the industry, market trends, potential customers, and competitors.
• Financial plan: A detailed description of the company’s financial forecasts and strategies.

What are the 3 main points of a business plan?

• Concept: Your concept should explain the purpose of your business and provide an overall summary of what you intend to accomplish.
• Contents: Your content should include details about the products and services you provide, your target market, and your competition.
• Cash flow: Your cash flow section should include information about your expected cash inflows and outflows, such as capital investments, operating costs, and revenue projections.

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Business Plan Executive Summary with Example

Written by Dave Lavinsky

Executive Summary of a Business Plan

The Executive Summary is the most important part of your business plan. This is because it’s the first section in your plan, and if it doesn’t excite readers, they won’t continue reviewing it. Importantly, there is a way to ensure your executive summary is compelling and includes the key information readers expect. In this article, you’ll learn how to craft the perfect executive summary for your business plan.

Download our Ultimate Business Plan Template here >

Table of Contents:

What is an executive summary, why do i need an executive summary, how long should an executive summary be for a business plan, how to write an executive summary for a business plan + template, sample executive summary, other helpful resources for writing your business plan.

An executive summary of a business plan gives readers an overview of your business plan and highlights its key points.

The executive summary should start with a brief overview of your business concept. Then it should briefly summarize each section of your business plan: your industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan and funding needs.

If presented for funding, the executive summary provides the lender or investor a quick snapshot which helps them determine their interest level and if they should continue reading the rest of the business plan.

An effective executive summary is a quick version of your complete business plan. You need to keep it simple and succinct in order to grab the reader’s attention and convince them it’s in their best interest to keep reading.

As mentioned above, your business plan is a detailed document that requires time to read. Capturing the reader’s attention with a concise format that provides an interesting overview of your plan saves them time and indicates which parts of the business plan may be most important to read in detail. This increases the odds that your business plan will be read and your business idea understood. This is why you need a well-written executive summary.

When structuring your executive summary, the first thing to keep in mind is that it should be short and comprehensive. The length of your executive summary should never exceed 3 pages; the ideal length is one or two pages.

Finish Your Business Plan Today!

To write a compelling executive summary, follow the steps below and use our executive summary template as a guide:

State the Problem and/or Business Opportunity

Briefly describe your business idea, provide key information about your company history, conduct market research about your industry, identify the target market or ideal customer, explain your competitive advantage, establish relevant milestones for your business to achieve, develop a financial plan, describe the qualifications of your management team.

To help you get started, you can download our executive summary example business plan pdf here.

Whether you’re a large or small business, your executive summary is the first thing someone reads that forms an opinion of your business. Whether they decide to read your detailed business plan or push it aside depends on how good your executive summary is. We hope your executive summary guide helps you craft an effective and impactful executive summary. That way, readers will be more likely to read your full plan, request an in-person meeting, and give you funding to pursue your business plans.

Looking to get started on your business plan’s executive summary? Take a look at the business plan executive summary example below!

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Shoutmouth.com Executive Summary

Business Overview Launched late last year, Shoutmouth.com is the most comprehensive music news website on the Internet.

Music is one of the most searched and accessed interests on the Internet. Top music artists like Taylor Swift receive over 5 million searches each month. In addition, over 500 music artists each receive over 25,000 searches a month.

However, music fans are largely unsatisfied when it comes to the news and information they seek on the artists they love. This is because most music websites (e.g., RollingStone.com, MTV.com, Billboard.com, etc.) cover only the top eight to ten music stories each day – the stories with mass appeal. This type of generic coverage does not satisfy the needs of serious music fans. Music fans generally listen to many different artists and genres of music. By publishing over 100 music stories each day, Shoutmouth enables these fans to read news on all their favorite artists.

In addition to publishing comprehensive music news on over 1200 music artists, Shoutmouth is a social network that allows fans to meet and communicate with other fans about music, and allows them to:

• Create personal profiles
• Interact with other members
• Provide comments on news stories and music videos
• Submit news stories and videos
• Recommend new music artists to add to the community
• Receive customized news and email alerts on their favorite artists

Success Factors

Shoutmouth is uniquely qualified to succeed due to the following reasons:

• Entrepreneurial track record : Shoutmouth’s CEO and team have helped launch numerous successful ventures.
• Monetization track record : Over the past two years, Shoutmouth’s founders have run one of the most successful online affiliate marketing programs, having sold products to over 500,000 music customers online.
• Key milestones completed : Shoutmouth’s founders have invested $500,000 to-date to staff the company (we currently have an 11-person full-time team), build the core technology, and launch the site. We have succeeded in gaining initial customer traction with 50,000 unique visitors in March, 100,000 unique visitors in April, and 200,000 unique visitors in May.

Unique Investment Metrics

The Shoutmouth investment opportunity is very exciting due to the metrics of the business.

To begin, over the past five years, over twenty social networks have been acquired. The value in these networks is their relationships with large numbers of customers, which allow acquirers to effectively sell to this target audience.

The sales price of these social networks has ranged from $25 to $137 per member. Shoutmouth has the ability to enroll members at less than $1 each, thus providing an extraordinary return on marketing expenditures. In fact, during a recent test, we were able to sign-up 2,000 members to artist-specific Shoutmouth newsletters at a cost of only 43 cents per member.

While we are building Shoutmouth to last, potential acquirers include many types of companies that seek relationships with music fans such as music media/publishing (e.g., MTV, Rolling Stone), ticketing (e.g., Ticketmaster, LiveNation) and digital music sales firms (e.g., iTunes).

Financial Strategy, Needs and Exit Strategy

While Shoutmouth’s technological, marketing and operational infrastructure has been developed, we currently require $3 million to execute on our marketing and technology plan over the next 24 months until we hit profitability.

Shoutmouth will primarily generate revenues from selling advertising space. As technologies evolve that allow us to seamlessly integrate music sampling and purchasing on our site, sales of downloadable music are also expected to become a significant revenue source. To a lesser extent, we may sell other music-related items such as ringtones, concert tickets, and apparel.

Topline projections over the next three years are as follows:

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How to Write a Great Executive Summary in a Business Plan

Free Executive Summary Template

• March 2, 2024
• 11 Min Read

We all know that pursuing investors for funding or entrepreneurs for partnership is a challenging task. But an engaging executive summary makes it easy for you.

A well-written executive summary acts as the first impression in convincing your readers of anything related to your business.

But the question is how to write one!

See, include all the sections in the summary, highlight all the main points of the business plan, keep the language simple & clear, and voila, you will have a nice executive summary.

But if you want to know more about how to write an engaging executive summary in a business plan with all the tips, then hop on, let’s begin.

What is a business plan executive summary?

An executive summary is a concise and compelling overview of the whole business plan. It includes and highlights all the key points of the plan as an introduction.

It should be clear, well-structured, and engaging, prompting the reader to want to learn more. It also should provide enough information to convey the business plan’s purpose.

Simply put, it is an outline of the business plan. And it helps readers to understand your business before making any decision.

Executive Summary vs. Business Plan

A business plan is a detailed document that has sections like executive summary, company’s description, product or services, market analysis, marketing & sales strategy, management team, and more.

Whereas, an executive summary is a concise overview of the whole business plan. It also acts like an elevator pitch with a brief information about the business.

The length of a business plan can range from ten pages to fifty pages longs, while an executive summary is only a couple of pages long. Generally, the executive summary is written after writing the entire business plan.

Now as we know the difference between a business plan and an executive summary, let’s move forward with the actual purpose of the summary.

Purpose of an executive summary

An Executive summary is one of the core parts of the business plan, and it has many purposes instead of just being a section, let’s see:

Concise overview

An executive summary is a short version of your business plan. Since not everyone has time to read the full plan, a well-crafted summary gives investors a quick overview of your business, helping them make decisions right there and then.

Decision-making

Executive summary plays a crucial role in the decision-making journey. As it presents all the facts and key findings of the business concisely, it helps decision-makers get a quick overview in no time. This way, readers do not have that fear of not making an informed decision.

Accessibility

An executive summary makes a document more accessible to a wider audience. Those who are not an expert in understanding all the technicalities of the plan can get the gist of the entire business plan by reading an executive summary.

Now that you know the importance of writing an executive summary, let us move forward with the topic of how to actually write one.

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How to write an executive summary for a business plan

1. introduce the purpose.

First things first, let your readers know what is this all about—meaning what your document is all about and which business you are doing.

Then introduce the purpose your business plan is going to address. This way you are setting the base of your business plan, giving a clear idea to the readers about why this document is important.

2. Give the company description

Here, briefly describe your company. It includes things like business name , location, owners, company history, and other such things of the business that matter.

If you are just starting up, then focus on the qualifications and responsibilities of your team members.

Highlight any key milestones or achievements demonstrating your company’s growth and success. This section should give readers a clear understanding of what your company does, why it exists, and how it has evolved.

3. State the problem and how will you solve it

Mention the problem in the market first that your product or service will help solve. This will make your readers confident about your market research and your offerings.

Then showcase the innovative solution your business will offer. Highlight the unique value proposition of your business along with it. Also, mention how your product or service is a market fit and has demand in the industry.

4. Outline market analysis

Once you have defined the problem and solution, it is time to mention the market landscape for your business. It should include the market size, expected growth, target market, and all other demographics.

Also, highlight your competitive advantage here. And mention the market share you are going to capture.

5. Define your business model

In this section, mention how your business earns the revenue and how it works. It sets a clear picture of how your company will make a profit and cover the costs.

This information is necessary for investors, so make sure to present it engagingly and realistically.

6. Give an overview of your marketing and sales strategies

Once you start the business, one of the most important things investors would want to know is how will you attract customers. Therefore, this section is all about what strategies you will implement to bring in new customers and how your business will retain them.

It includes the brand message, logo, marketing medium, and all other tools you have for marketing. Apart from that, it also showcases the seriousness of reaching the sales goal of your business.

7. Mention the team you hired or will hire

Provide an overview of the organizational structure and current team. Introduce yourself and your team members, along with their qualifications and roles in the firm.

Also, identify any gaps and the needs of other employees in the business. In short, this section gives readers a clear understanding of your team’s capabilities and how you plan to leverage their skills for the success of your business.

8. Mention your financial summary

In this part, you outline your company’s current brief financial summary and future projections. It includes annual revenue, sales and expenses, and milestones for the coming years.

For existing companies, former years’ revenue and sales numbers can act as evidence to support forecasts. For startups, it is suggested to include all the costs as it will help investors to know completely about the financial picture of your company before making any decision.

9. Funding requirement

If you are preparing your business plan’s executive summary for seeking funding, then make sure to include this section. Make sure what you include in this section and what you ask practically.

Some of the questions you need to answer in this section are:

• How much funding do you need in total?
• How much have you already secured?
• How much are you seeking from the current readers?
• Where are you going to use this funding?
• How much will this funding impact your business?

Answering these questions will help investors get a quick look at your funding requirements without having to wait till the end of your business plan. This saves time and is more efficient.

How long should an executive summary be?

Before you write an executive summary, this question might have occurred to you a lot more times what is the ideal length of a summary, right? Worry not, let’s discuss the length here.

Keep your executive summary as short as possible, because your audience has limited time and attention span.

Generally, executive summaries are 1-2 pages long, but you can exceed this norm if necessary. However, it is necessary to consider the length of the business plan too before you finalize the length of the executive summary.

The key over here is to get the reader’s attention and highlight all the essential points of a detailed business plan.

Tips for writing an effective executive summary

Understand your audience.

Before writing the summary, you need to first know and understand your audience. Consider their background, knowledge level, and expectations to ensure that the summary matches their expectations.

Keep it as an elevator pitch

Remember, executive summaries are like elevator pitches. You’re selling your business just by reading the focus points only.

Perhaps readers would want to know every aspect of your business, and with a well-written summary, they can have the essence of the business in no time.

Keep it short and sweet

Ideally, a great executive summary is about a page or two. Whatever length seems ideal to you, make sure to make it a brief and not a detailed one. Keep it as short as you can without missing the needed part.

Prefer to write it last

Though being the first sections, entrepreneurs generally choose to write the executive summary at the end, till then, they have a thorough knowledge of the entire plan.

And it is easier to write the summary after having all the focus points to write about. So, prefer writing the summary in the end.

Use a structured format and highlight the main points first

You have to present your summary in an organized structure, though change the order as per the importance. You can highlight the main things first and then gradually go to the financial plan. In short, in skim reading, your audience should get the crux.

Example of a business plan executive summary

A couple of pages is not enough to give every detail of your business in the summary. So, including everything important and in an engaging manner becomes a challenge.

This even includes writing a compelling introduction to grab readers’ attention. Too much isn’t it? To overcome that, explore the below-given executive summary example as inspiration to write yours.

Business Name: Elegance Bistro Location: Queens, New York Type of Business: Restaurant

Elegance Bistro is a new upscale dining establishment located in the vibrant borough of Queens, New York. Our mission is to provide an elegant and unforgettable dining experience, combining exceptional service with a curated menu of gourmet dishes inspired by global cuisine.

Despite the diverse culinary scene in Queens, there is a lack of upscale dining options that offer a refined ambiance and high-quality cuisine. Residents and visitors seeking an upscale dining experience often have to travel to Manhattan, leading to a gap in the market that Elegance Bistro aims to fill.

Elegance Bistro will provide a sophisticated dining experience that showcases the rich diversity of flavors and ingredients found in global cuisine. Our menu will feature a selection of expertly crafted dishes made from locally sourced, seasonal ingredients, ensuring freshness and quality in every bite.

Market Analysis

Queens is a thriving culinary destination, known for its diverse population and vibrant food scene. With a growing number of residents and tourists seeking unique dining experiences, there is a significant opportunity for a high-end restaurant like Elegance Bistro to attract a discerning clientele. There is a competition for the same, but our dining experience with appealing ambiance stands out from all.

Our curated menu includes all the culinary dishes that are popular among New Yorkers and tourists.

Our mission at Elegance Bistro is to elevate the dining experience in Queens by offering exceptional cuisine, impeccable service, and a warm, inviting atmosphere that celebrates the art of dining.

Financial Position

Based on our market research and projected sales, we anticipate generating annual revenues of $1.5 million in our first year of operation, with a net profit margin of 15%. Our startup costs are estimated at $500,000, which will be primarily used for leasehold improvements, kitchen equipment, and initial marketing efforts.

Funding Requirement

To fund our startup costs and initial operating expenses, we are seeking a total investment of $750,000. This will allow us to launch Elegance Bistro successfully and establish a strong presence in the Queens dining scene.

So, finally, you know what it takes to write an engaging executive summary. We hope this has been helpful to you in your writing journey.

If you are still confused or don’t know where to start, then you can always rely on good business plan software like Upmetrics—an AI business plan generator . It will provide you with step-by-step guidance and AI assistance, so you don’t have to roam to and fro for the next step. 

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Frequently Asked Questions

Is executive summary first in the business plan.

Yes, an executive summary is the first chapter of the business plan. Yet, people prefer to write it at the last, after having the full knowledge of the whole business plan.

What writing style should I use?

An executive summary serves as the introduction to the business plan. So, ideally, it should be in a professional tone. However, whichever writing style you choose, make sure it is clear, concise, engaging, and maintains professionalism. 

What are the key elements of an effective executive summary?

Key elements of an effective executive summary are:

• Introduction
• Problem statement
• Market analysis
• Value proposition
• Business model
• Financial Overview
• Implementation plan
• Call to action

By including these key elements in your executive summary, you can effectively communicate the key points of your business and make a strong impression on your audience.

What is the best format for an executive summary?

The best format for an executive summary is one that is clear, concise, and well-organized.

It should provide a brief overview of the main points of the document, including the purpose, problem & solution, market analysis, unique value proposition, business model, financial position, team, milestones, funding requirements, and call to action.

The format should be easy to read and understand, with headings and subheadings to break up the text.

When should I update my executive summary?

You should update your executive summary whenever any necessary changes to your business impact the information in the summary.

If there are no frequent changes, then you should change your executive summary at least once in a quarter, two quarters, or a year.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Business Plan Example and Template

Learn how to create a business plan

What is a Business Plan?

A business plan is a document that contains the operational and financial plan of a business, and details how its objectives will be achieved. It serves as a road map for the business and can be used when pitching investors or financial institutions for debt or equity financing .

A business plan should follow a standard format and contain all the important business plan elements. Typically, it should present whatever information an investor or financial institution expects to see before providing financing to a business.

Contents of a Business Plan

A business plan should be structured in a way that it contains all the important information that investors are looking for. Here are the main sections of a business plan:

1. Title Page

The title page captures the legal information of the business, which includes the registered business name, physical address, phone number, email address, date, and the company logo.

2. Executive Summary

The executive summary is the most important section because it is the first section that investors and bankers see when they open the business plan. It provides a summary of the entire business plan. It should be written last to ensure that you don’t leave any details out. It must be short and to the point, and it should capture the reader’s attention. The executive summary should not exceed two pages.

3. Industry Overview

The industry overview section provides information about the specific industry that the business operates in. Some of the information provided in this section includes major competitors, industry trends, and estimated revenues. It also shows the company’s position in the industry and how it will compete in the market against other major players.

4. Market Analysis and Competition

The market analysis section details the target market for the company’s product offerings. This section confirms that the company understands the market and that it has already analyzed the existing market to determine that there is adequate demand to support its proposed business model.

Market analysis includes information about the target market’s demographics , geographical location, consumer behavior, and market needs. The company can present numbers and sources to give an overview of the target market size.

A business can choose to consolidate the market analysis and competition analysis into one section or present them as two separate sections.

5. Sales and Marketing Plan

The sales and marketing plan details how the company plans to sell its products to the target market. It attempts to present the business’s unique selling proposition and the channels it will use to sell its goods and services. It details the company’s advertising and promotion activities, pricing strategy, sales and distribution methods, and after-sales support.

6. Management Plan

The management plan provides an outline of the company’s legal structure, its management team, and internal and external human resource requirements. It should list the number of employees that will be needed and the remuneration to be paid to each of the employees.

Any external professionals, such as lawyers, valuers, architects, and consultants, that the company will need should also be included. If the company intends to use the business plan to source funding from investors, it should list the members of the executive team, as well as the members of the advisory board.

7. Operating Plan

The operating plan provides an overview of the company’s physical requirements, such as office space, machinery, labor, supplies, and inventory . For a business that requires custom warehouses and specialized equipment, the operating plan will be more detailed, as compared to, say, a home-based consulting business. If the business plan is for a manufacturing company, it will include information on raw material requirements and the supply chain.

8. Financial Plan

The financial plan is an important section that will often determine whether the business will obtain required financing from financial institutions, investors, or venture capitalists. It should demonstrate that the proposed business is viable and will return enough revenues to be able to meet its financial obligations. Some of the information contained in the financial plan includes a projected income statement , balance sheet, and cash flow.

9. Appendices and Exhibits

The appendices and exhibits part is the last section of a business plan. It includes any additional information that banks and investors may be interested in or that adds credibility to the business. Some of the information that may be included in the appendices section includes office/building plans, detailed market research , products/services offering information, marketing brochures, and credit histories of the promoters.

Business Plan Template

Here is a basic template that any business can use when developing its business plan:

Section 1: Executive Summary

• Present the company’s mission.
• Describe the company’s product and/or service offerings.
• Give a summary of the target market and its demographics.
• Summarize the industry competition and how the company will capture a share of the available market.
• Give a summary of the operational plan, such as inventory, office and labor, and equipment requirements.

Section 2: Industry Overview

• Describe the company’s position in the industry.
• Describe the existing competition and the major players in the industry.
• Provide information about the industry that the business will operate in, estimated revenues, industry trends, government influences, as well as the demographics of the target market.

Section 3: Market Analysis and Competition

• Define your target market, their needs, and their geographical location.
• Describe the size of the market, the units of the company’s products that potential customers may buy, and the market changes that may occur due to overall economic changes.
• Give an overview of the estimated sales volume vis-à-vis what competitors sell.
• Give a plan on how the company plans to combat the existing competition to gain and retain market share.

Section 4: Sales and Marketing Plan

• Describe the products that the company will offer for sale and its unique selling proposition.
• List the different advertising platforms that the business will use to get its message to customers.
• Describe how the business plans to price its products in a way that allows it to make a profit.
• Give details on how the company’s products will be distributed to the target market and the shipping method.

Section 5: Management Plan

• Describe the organizational structure of the company.
• List the owners of the company and their ownership percentages.
• List the key executives, their roles, and remuneration.
• List any internal and external professionals that the company plans to hire, and how they will be compensated.
• Include a list of the members of the advisory board, if available.

Section 6: Operating Plan

• Describe the location of the business, including office and warehouse requirements.
• Describe the labor requirement of the company. Outline the number of staff that the company needs, their roles, skills training needed, and employee tenures (full-time or part-time).
• Describe the manufacturing process, and the time it will take to produce one unit of a product.
• Describe the equipment and machinery requirements, and if the company will lease or purchase equipment and machinery, and the related costs that the company estimates it will incur.
• Provide a list of raw material requirements, how they will be sourced, and the main suppliers that will supply the required inputs.

Section 7: Financial Plan

• Describe the financial projections of the company, by including the projected income statement, projected cash flow statement, and the balance sheet projection.

Section 8: Appendices and Exhibits

• Quotes of building and machinery leases
• Proposed office and warehouse plan
• Market research and a summary of the target market
• Credit information of the owners
• List of product and/or services

Related Readings

Thank you for reading CFI’s guide to Business Plans. To keep learning and advancing your career, the following CFI resources will be helpful:

• Corporate Structure
• Three Financial Statements
• Business Model Canvas Examples
• See all management & strategy resources
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• Building Your Business
• Becoming an Owner
• Business Plans

How to Write an Executive Summary

Make Writing Your Executive Summary Easier With This Example

Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.

What to Include in an Executive Summary

Executive summary example.

The Balance / Jo Zhou

An executive summary is a brief overview at the beginning of your business plan. It should provide a short, concise summary of your business that captures the reader's attention and gives them an interest in learning more about it.

The executive summary is important as it sets the tone for the entire business plan and can often be the deciding factor in whether the reader continues. See an example of a business plan's executive summary and learn the key components of one so you can begin writing one of your own.

The executive summary goes near the beginning of the business plan but is written last. To include a summary of the different parts of your business plan, you'll need to write them first.

When you write the executive summary, keep it under two pages. The executive summary should contain brief summaries of other sections of the plan. 

The idea is to give a brief overview of your business first before going into detail about each of the different parts.

The executive summary should contain all of the important information about your business, such as:

• Business name
• Business location
• Your mission as a company
• A history of the company
• Management and advisors
• Services or products offered
• The market for your offerings
• Your business's competitive advantages
• Your financial projections
• Startup financing required, if any

Format the executive summary clearly and attractively, with headings for each section. Your word processing software may have a template you can use that will make your business plan look good.

It's always easier to write something if you can read an example first, so here's an executive summary example that you can use as a model for your own business plan's executive summary.

This executive summary is for a fictional company called Pet Grandma Inc.

Company Mission

Pet Grandma Inc. offers superior on-site pet sitting and exercising services for dogs and cats, providing the personal loving pet care that the owners themselves would provide if they were home. Our team will ensure that pet owners can take business trips or vacations knowing that their pets are in good hands.

Company and Management

Pet Grandma Inc. is headquartered in the City of West Vancouver and incorporated in the Province of British Columbia. The company is owned by partners Pat Simpson and Terry Estelle. Pat has extensive experience in animal care while Terry has worked in  sales and marketing  for 15 years.

The management of Pet Grandma Inc. consists of co-owners Pat Simpson and Terry Estelle. Both partners will be taking hands-on management roles in the company. In addition, we have assembled a  board of advisors  to provide management expertise. The advisors are:

•  Juliette LeCroix, partner at LeCroix Accounting LLP
•  Carey Boniface, veterinarian and partner at Little Tree Animal Care Clinic
•  John Toms, president of Toms Communications Ltd.

Our clients are dog owners and cat owners who choose to leave their pets at home when they travel, or who want their pets to have company when their owners are at work. Pet Grandma Inc. offers a variety of pet care services, all in the pet’s home environment, including:

• Dog walking
• Daily visits
• 24-hour care for days or weeks
• Administration of medications by qualified staff
• Emergency treatment in case of illness (arranged through veterinarians)
• Plant watering
• Mail collection
• Garbage/recycling

Across Canada, the pet care industry has seen an explosion of growth over the last three years. West Vancouver is an affluent area with a high pet density. Our  market research  has shown that nine out of 10 pet owners polled in West Vancouver would prefer to have their pets cared for in their own homes when they travel rather than be kenneled and six out of 10 would consider having a pet sitter provide company for their dog when they were at work.

Competitive Advantages

While there are currently eight businesses offering pet sitting in West Vancouver, only three of these offer on-site pet care and none offers “pet visit” services for working pet owners.

Pet Grandma’s marketing strategy is to emphasize the quality of pet care we provide (“a Grandma for your pet!”) and the availability of our services. Dog owners who work, for instance, will come home to find happy, friendly companions who have already been exercised and walked, instead of demanding, whiny animals.

All pet services will be provided by animal care-certified staff.

All employees are insured and bonded.

Financial Projections

Based on the size of our market and our defined market area, our  sales projections  for the first year are $340,000. We project a growth rate of 10% per year for the first three years.

The salary for each of the co-owners will be $40,000. At startup, we will have six trained staff to provide pet services and expect to hire four more this year once  financing  is secured. To begin with, co-owner Pat Simpson will be scheduling appointments and coordinating services, but we plan to hire a full-time receptionist this year as well.

Already we have service commitments from more than 40 clients and plan to aggressively build our client base through newspaper, website, social media, and direct mail advertising. The loving, on-site professional care that Pet Grandma Inc. will provide is sure to appeal to cat and dog owners throughout the West Vancouver area.

Startup Financing Requirements

We are seeking an operating line of $150,000 to finance our first-year growth. Together, the co-owners have invested $62,000 to meet working capital requirements.

Key Takeaways

• An executive summary is a concise overview of the business plan.
• Place the executive summary near the beginning of the business plan.
• Before you write the executive summary, you'll have to write the rest of the business plan first.
• The executive summary should contain all relevant information about the business, including name, mission, services offered, market, and financial projections.

10 Business Plan Examples For University Students

Business management courses include an extensive range of topics for students to cover. You learn about the basic tenants of establishing and sustaining your brand from scratch. A business plan is the first step in the process, wherein you pitch your brand to potential investors.

Now, every business plan follows a certain structure and has specific elements. A quick Google search will give you readymade business plan layouts and examples to pick from. Read on to know more about formatting business plans for your next assignment.

Types of business plans

The structure of the business plan varies as per the sector and scalability of your brand. Students must learn how to tweak and pitch their ideas in an exciting way. And for that, you must analyze the market and customer base.

Here is a list of some common business plan layouts that you’ll get for university projects. These layouts are generic and easy to adapt.  

Traditional business plans

The traditional business plan was relevant for business holdings that used hand-written reports, research studies and more. These reports are made on paper and follow a conventional structure.

It starts with an overview, list of opportunities, risks, and budget. I recommend students to begin this plan with a short summary of your target market. Talk about the brand, the products/services offered and your core advertising strategies.

Standard plans

The standard business plan is quite similar to the traditional plan. The only point of difference between the two is the medium used to project the plan. While the conventional scheme is paper-bound, the standard plans can be digitally developed.

There are several business plans templates, suitable for Microsoft Word, Excel, or Adobe reader available on the internet. Students can download any such layout they deem fit, add their content, and create a detailed business plan.

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Lean business plans are a compact, watered-down version of a standard business plan. Here some sections of the plan are deliberately omitted out. This is done to keep the plan secretive and secure from theft.

Lean plans are also great for summarizing the key points of your business in a nutshell. You can send it to multiple clients who can then approach the company for more details. Begin the plan with a short introduction followed by an outline of your brand, its present status and potential growth rate.

One-page business plans

One-page business plans are short, compact and to the point. Here the students have to fit in all the elements of an average plan in a single sheet. This means that you cannot afford to ramble about the brand or the market space for long.

Identify the core areas that need work, list down your resources, capital investment, risks, growth potential in bullet points. You can also divide the page into separate sections and sub-sections. Representing this information in a tabular format is also a good idea.

Annual business plans

The annual business plan , as the name suggests, is for a year. In this plan, the students have to outline the brand marketing strategy for a particular financial year. Ensure that you list the period and annual goals of the company clearly on the cover page.

The entire plan must limit to the specific year only. You can devote a section to set the market background and another to talk about future prospects. But the advertising campaigns and promotional solutions must be relevant for the year.

Business plans for start-ups

Start-ups require a completely different approach as opposed to an established enterprise. Students must understand the subtle differences between the two and customize the business plans. Keep the plan small-scale, feasible and easy to implement

Also, with start-ups , you have the flexibility to introduce new technologies and resources with greater ease. Students can include surveys, customer studies, graphs and charts to enforce these changes.

Operational plans

Operations plans are more action-oriented, unlike the others on the list. The students will have to stress on the execution more than the technical aspects of the enterprise. Discuss the fundamental goals of your brand and how you plan on accomplishing them.

The operational plan also contains a lot of statistics and figures. You will need charts, graphs, and research studies to solidify your argument. Also, explain the details of your advertising campaigns, funding sources, risks, and profits as well.

Strategic plans

Strategic plans are those that focus solely on marketing the brand. This business plan is usually picked by enterprises that want to revamp or tweak their brand image. It might involve intensive market research, surveys, and studies to understand customer trends of your sector

Strategic plans dive straightway into the advertising campaigns and branding solutions for the company. Students can pick any established brand and develop a strategic business plan to customize it to modern audiences.

Internal plans

Internal business plans are not meant for investors or any external parties. These plans include an in-house report, accessible only to the partners. The business plan is viewed by everyone on the team.

The structure and format of this business plan are, therefore, more detailed and comprehensive. You can include confidential secrets and stats of your brand. Also, ensure that these sections are safe from online threats.

Elements of a business plan

Every business plan has a few common elements. You can, of course, have new features and sections in your plan provided you follow the basic format. Consult your peers and professors about the structuring of the plan.

The business plan begins with a cover page and ends with a proper conclusion. The introduction and main body expand on the business strategies, stats, and future prospects of the industry.

The cover page is the first thing the reader sees when they come across your business plan. This section is both informative and interesting enough to intrigue the reader. Anyone who glances at the cover should understand the essential purpose of the plan.

Mention the brand name, the title of the plan and your business tagline. You can then add the contact details, a short overview and statement of purpose. I also suggest my students add a confidentiality statement towards the end of the cover page.

This protects your plan from any intellectual theft and plagiarism. The cover page should be attractive, clutter-free, and eye-catching.

Executive summary

The executive summary is the first page of the business plan wherein you outline the key points of the plan. It is here that you inform the reader about your brand, the target market, and your unique strategies. A few basic questions addressed in this section can be about

• What is your brand all about?
• Where is your band located?
• What are your core strengths?
• What are your targets?
• How do you plan to achieve them?

Here you can discuss a brief overview of the business plan to convince the reader about the credibility of your business.

Marketing strategy

After explaining the preliminary details of your business, you can move on to explain the points in great detail. Talk about your marketing strategy and how you plan to advertise your product/service.

Most business plans deal with establishing the brand from scratch. This means you need a sound strategy to launch your product in the market. Here you can also mention your competitors and their advertising campaigns.

Operations and management plan

This is the part where you elaborate on the marketing strategy and operations of your business. Discuss the significant partners, sales locations, advertising collaborators and more. The management plan also gives out details about your core team members.

Move on to provide a rough monetary estimate needed to execute your business plan into action. Give an accurate account of your expenses, risks, and assets. Also, state the capital investment and share value you can offer the investors in return.

Citations and annotations

End your plan with a proper conclusion and bibliography section. This is where you list all your sources, studies and journals referred to in the plan. You can also discuss the future prospects and potential of your business plan in the ending paragraphs.

You can add extra annotation as well if you have exciting tidbits for the reader. I suggest my students follow either APA or Harvard style referencing as they’re most suitable for business assignments.

Quick links and references

Here are some quick links, external references and other reading material for students who want additional information on business plans. you can cite these sources towards the end of your plan, or simply use it

Citation generator: Citethisforme

Citations guidelines: Harvard Referencing Style by Sheffield University  

Business plan examples: App Success Business Plan  

Business plan cover page templates: Business plan cover page  

Business plan samples: Sample business plan for small-scale food business by Oklahoma University

Business plan guidelines: Business plan guidelines  

The Bottom line

Business plans are an essential part of your curriculum. It gives your ideas proper structure and order. Also, these plans cater to all sectors and industries. Formatting a business plan gives you a deeper understanding of the practical aspects of entrepreneurship.

I hope that business plan examples and layouts were of any help to my readers. Good luck!

11.4 The Business Plan

Learning objectives.

By the end of this section, you will be able to:

• Describe the different purposes of a business plan
• Describe and develop the components of a brief business plan
• Describe and develop the components of a full business plan

Unlike the brief or lean formats introduced so far, the business plan is a formal document used for the long-range planning of a company’s operation. It typically includes background information, financial information, and a summary of the business. Investors nearly always request a formal business plan because it is an integral part of their evaluation of whether to invest in a company. Although nothing in business is permanent, a business plan typically has components that are more “set in stone” than a business model canvas , which is more commonly used as a first step in the planning process and throughout the early stages of a nascent business. A business plan is likely to describe the business and industry, market strategies, sales potential, and competitive analysis, as well as the company’s long-term goals and objectives. An in-depth formal business plan would follow at later stages after various iterations to business model canvases. The business plan usually projects financial data over a three-year period and is typically required by banks or other investors to secure funding. The business plan is a roadmap for the company to follow over multiple years.

Some entrepreneurs prefer to use the canvas process instead of the business plan, whereas others use a shorter version of the business plan, submitting it to investors after several iterations. There are also entrepreneurs who use the business plan earlier in the entrepreneurial process, either preceding or concurrently with a canvas. For instance, Chris Guillebeau has a one-page business plan template in his book The $100 Startup . 48 His version is basically an extension of a napkin sketch without the detail of a full business plan. As you progress, you can also consider a brief business plan (about two pages)—if you want to support a rapid business launch—and/or a standard business plan.

As with many aspects of entrepreneurship, there are no clear hard and fast rules to achieving entrepreneurial success. You may encounter different people who want different things (canvas, summary, full business plan), and you also have flexibility in following whatever tool works best for you. Like the canvas, the various versions of the business plan are tools that will aid you in your entrepreneurial endeavor.

Business Plan Overview

Most business plans have several distinct sections ( Figure 11.16 ). The business plan can range from a few pages to twenty-five pages or more, depending on the purpose and the intended audience. For our discussion, we’ll describe a brief business plan and a standard business plan. If you are able to successfully design a business model canvas, then you will have the structure for developing a clear business plan that you can submit for financial consideration.

Both types of business plans aim at providing a picture and roadmap to follow from conception to creation. If you opt for the brief business plan, you will focus primarily on articulating a big-picture overview of your business concept.

The full business plan is aimed at executing the vision concept, dealing with the proverbial devil in the details. Developing a full business plan will assist those of you who need a more detailed and structured roadmap, or those of you with little to no background in business. The business planning process includes the business model, a feasibility analysis, and a full business plan, which we will discuss later in this section. Next, we explore how a business plan can meet several different needs.

Purposes of a Business Plan

A business plan can serve many different purposes—some internal, others external. As we discussed previously, you can use a business plan as an internal early planning device, an extension of a napkin sketch, and as a follow-up to one of the canvas tools. A business plan can be an organizational roadmap , that is, an internal planning tool and working plan that you can apply to your business in order to reach your desired goals over the course of several years. The business plan should be written by the owners of the venture, since it forces a firsthand examination of the business operations and allows them to focus on areas that need improvement.

Refer to the business venture throughout the document. Generally speaking, a business plan should not be written in the first person.

A major external purpose for the business plan is as an investment tool that outlines financial projections, becoming a document designed to attract investors. In many instances, a business plan can complement a formal investor’s pitch. In this context, the business plan is a presentation plan, intended for an outside audience that may or may not be familiar with your industry, your business, and your competitors.

You can also use your business plan as a contingency plan by outlining some “what-if” scenarios and exploring how you might respond if these scenarios unfold. Pretty Young Professional launched in November 2010 as an online resource to guide an emerging generation of female leaders. The site focused on recent female college graduates and current students searching for professional roles and those in their first professional roles. It was founded by four friends who were coworkers at the global consultancy firm McKinsey. But after positions and equity were decided among them, fundamental differences of opinion about the direction of the business emerged between two factions, according to the cofounder and former CEO Kathryn Minshew . “I think, naively, we assumed that if we kicked the can down the road on some of those things, we’d be able to sort them out,” Minshew said. Minshew went on to found a different professional site, The Muse , and took much of the editorial team of Pretty Young Professional with her. 49 Whereas greater planning potentially could have prevented the early demise of Pretty Young Professional, a change in planning led to overnight success for Joshua Esnard and The Cut Buddy team. Esnard invented and patented the plastic hair template that he was selling online out of his Fort Lauderdale garage while working a full-time job at Broward College and running a side business. Esnard had hundreds of boxes of Cut Buddies sitting in his home when he changed his marketing plan to enlist companies specializing in making videos go viral. It worked so well that a promotional video for the product garnered 8 million views in hours. The Cut Buddy sold over 4,000 products in a few hours when Esnard only had hundreds remaining. Demand greatly exceeded his supply, so Esnard had to scramble to increase manufacturing and offered customers two-for-one deals to make up for delays. This led to selling 55,000 units, generating $700,000 in sales in 2017. 50 After appearing on Shark Tank and landing a deal with Daymond John that gave the “shark” a 20-percent equity stake in return for $300,000, The Cut Buddy has added new distribution channels to include retail sales along with online commerce. Changing one aspect of a business plan—the marketing plan—yielded success for The Cut Buddy.

Link to Learning

Watch this video of Cut Buddy’s founder, Joshua Esnard, telling his company’s story to learn more.

If you opt for the brief business plan, you will focus primarily on articulating a big-picture overview of your business concept. This version is used to interest potential investors, employees, and other stakeholders, and will include a financial summary “box,” but it must have a disclaimer, and the founder/entrepreneur may need to have the people who receive it sign a nondisclosure agreement (NDA) . The full business plan is aimed at executing the vision concept, providing supporting details, and would be required by financial institutions and others as they formally become stakeholders in the venture. Both are aimed at providing a picture and roadmap to go from conception to creation.

Types of Business Plans

The brief business plan is similar to an extended executive summary from the full business plan. This concise document provides a broad overview of your entrepreneurial concept, your team members, how and why you will execute on your plans, and why you are the ones to do so. You can think of a brief business plan as a scene setter or—since we began this chapter with a film reference—as a trailer to the full movie. The brief business plan is the commercial equivalent to a trailer for Field of Dreams , whereas the full plan is the full-length movie equivalent.

Brief Business Plan or Executive Summary

As the name implies, the brief business plan or executive summary summarizes key elements of the entire business plan, such as the business concept, financial features, and current business position. The executive summary version of the business plan is your opportunity to broadly articulate the overall concept and vision of the company for yourself, for prospective investors, and for current and future employees.

A typical executive summary is generally no longer than a page, but because the brief business plan is essentially an extended executive summary, the executive summary section is vital. This is the “ask” to an investor. You should begin by clearly stating what you are asking for in the summary.

In the business concept phase, you’ll describe the business, its product, and its markets. Describe the customer segment it serves and why your company will hold a competitive advantage. This section may align roughly with the customer segments and value-proposition segments of a canvas.

Next, highlight the important financial features, including sales, profits, cash flows, and return on investment. Like the financial portion of a feasibility analysis, the financial analysis component of a business plan may typically include items like a twelve-month profit and loss projection, a three- or four-year profit and loss projection, a cash-flow projection, a projected balance sheet, and a breakeven calculation. You can explore a feasibility study and financial projections in more depth in the formal business plan. Here, you want to focus on the big picture of your numbers and what they mean.

The current business position section can furnish relevant information about you and your team members and the company at large. This is your opportunity to tell the story of how you formed the company, to describe its legal status (form of operation), and to list the principal players. In one part of the extended executive summary, you can cover your reasons for starting the business: Here is an opportunity to clearly define the needs you think you can meet and perhaps get into the pains and gains of customers. You also can provide a summary of the overall strategic direction in which you intend to take the company. Describe the company’s mission, vision, goals and objectives, overall business model, and value proposition.

Rice University’s Student Business Plan Competition, one of the largest and overall best-regarded graduate school business-plan competitions (see Telling Your Entrepreneurial Story and Pitching the Idea ), requires an executive summary of up to five pages to apply. 51 , 52 Its suggested sections are shown in Table 11.2 .

Are You Ready?

Create a brief business plan.

Fill out a canvas of your choosing for a well-known startup: Uber, Netflix, Dropbox, Etsy, Airbnb, Bird/Lime, Warby Parker, or any of the companies featured throughout this chapter or one of your choice. Then create a brief business plan for that business. See if you can find a version of the company’s actual executive summary, business plan, or canvas. Compare and contrast your vision with what the company has articulated.

• These companies are well established but is there a component of what you charted that you would advise the company to change to ensure future viability?
• Map out a contingency plan for a “what-if” scenario if one key aspect of the company or the environment it operates in were drastically is altered?

Full Business Plan

Even full business plans can vary in length, scale, and scope. Rice University sets a ten-page cap on business plans submitted for the full competition. The IndUS Entrepreneurs , one of the largest global networks of entrepreneurs, also holds business plan competitions for students through its Tie Young Entrepreneurs program. In contrast, business plans submitted for that competition can usually be up to twenty-five pages. These are just two examples. Some components may differ slightly; common elements are typically found in a formal business plan outline. The next section will provide sample components of a full business plan for a fictional business.

Executive Summary

The executive summary should provide an overview of your business with key points and issues. Because the summary is intended to summarize the entire document, it is most helpful to write this section last, even though it comes first in sequence. The writing in this section should be especially concise. Readers should be able to understand your needs and capabilities at first glance. The section should tell the reader what you want and your “ask” should be explicitly stated in the summary.

Describe your business, its product or service, and the intended customers. Explain what will be sold, who it will be sold to, and what competitive advantages the business has. Table 11.3 shows a sample executive summary for the fictional company La Vida Lola.

Business Description

This section describes the industry, your product, and the business and success factors. It should provide a current outlook as well as future trends and developments. You also should address your company’s mission, vision, goals, and objectives. Summarize your overall strategic direction, your reasons for starting the business, a description of your products and services, your business model, and your company’s value proposition. Consider including the Standard Industrial Classification/North American Industry Classification System (SIC/NAICS) code to specify the industry and insure correct identification. The industry extends beyond where the business is located and operates, and should include national and global dynamics. Table 11.4 shows a sample business description for La Vida Lola.

Industry Analysis and Market Strategies

Here you should define your market in terms of size, structure, growth prospects, trends, and sales potential. You’ll want to include your TAM and forecast the SAM . (Both these terms are discussed in Conducting a Feasibility Analysis .) This is a place to address market segmentation strategies by geography, customer attributes, or product orientation. Describe your positioning relative to your competitors’ in terms of pricing, distribution, promotion plan, and sales potential. Table 11.5 shows an example industry analysis and market strategy for La Vida Lola.

Competitive Analysis

The competitive analysis is a statement of the business strategy as it relates to the competition. You want to be able to identify who are your major competitors and assess what are their market shares, markets served, strategies employed, and expected response to entry? You likely want to conduct a classic SWOT analysis (Strengths Weaknesses Opportunities Threats) and complete a competitive-strength grid or competitive matrix. Outline your company’s competitive strengths relative to those of the competition in regard to product, distribution, pricing, promotion, and advertising. What are your company’s competitive advantages and their likely impacts on its success? The key is to construct it properly for the relevant features/benefits (by weight, according to customers) and how the startup compares to incumbents. The competitive matrix should show clearly how and why the startup has a clear (if not currently measurable) competitive advantage. Some common features in the example include price, benefits, quality, type of features, locations, and distribution/sales. Sample templates are shown in Figure 11.17 and Figure 11.18 . A competitive analysis helps you create a marketing strategy that will identify assets or skills that your competitors are lacking so you can plan to fill those gaps, giving you a distinct competitive advantage. When creating a competitor analysis, it is important to focus on the key features and elements that matter to customers, rather than focusing too heavily on the entrepreneur’s idea and desires.

Operations and Management Plan

In this section, outline how you will manage your company. Describe its organizational structure. Here you can address the form of ownership and, if warranted, include an organizational chart/structure. Highlight the backgrounds, experiences, qualifications, areas of expertise, and roles of members of the management team. This is also the place to mention any other stakeholders, such as a board of directors or advisory board(s), and their relevant relationship to the founder, experience and value to help make the venture successful, and professional service firms providing management support, such as accounting services and legal counsel.

Table 11.6 shows a sample operations and management plan for La Vida Lola.

Marketing Plan

Here you should outline and describe an effective overall marketing strategy for your venture, providing details regarding pricing, promotion, advertising, distribution, media usage, public relations, and a digital presence. Fully describe your sales management plan and the composition of your sales force, along with a comprehensive and detailed budget for the marketing plan. Table 11.7 shows a sample marketing plan for La Vida Lola.

Financial Plan

A financial plan seeks to forecast revenue and expenses; project a financial narrative; and estimate project costs, valuations, and cash flow projections. This section should present an accurate, realistic, and achievable financial plan for your venture (see Entrepreneurial Finance and Accounting for detailed discussions about conducting these projections). Include sales forecasts and income projections, pro forma financial statements ( Building the Entrepreneurial Dream Team , a breakeven analysis, and a capital budget. Identify your possible sources of financing (discussed in Conducting a Feasibility Analysis ). Figure 11.19 shows a template of cash-flow needs for La Vida Lola.

Entrepreneur In Action

Laughing man coffee.

Hugh Jackman ( Figure 11.20 ) may best be known for portraying a comic-book superhero who used his mutant abilities to protect the world from villains. But the Wolverine actor is also working to make the planet a better place for real, not through adamantium claws but through social entrepreneurship.

A love of java jolted Jackman into action in 2009, when he traveled to Ethiopia with a Christian humanitarian group to shoot a documentary about the impact of fair-trade certification on coffee growers there. He decided to launch a business and follow in the footsteps of the late Paul Newman, another famous actor turned philanthropist via food ventures.

Jackman launched Laughing Man Coffee two years later; he sold the line to Keurig in 2015. One Laughing Man Coffee café in New York continues to operate independently, investing its proceeds into charitable programs that support better housing, health, and educational initiatives within fair-trade farming communities. 55 Although the New York location is the only café, the coffee brand is still distributed, with Keurig donating an undisclosed portion of Laughing Man proceeds to those causes (whereas Jackman donates all his profits). The company initially donated its profits to World Vision, the Christian humanitarian group Jackman accompanied in 2009. In 2017, it created the Laughing Man Foundation to be more active with its money management and distribution.

• You be the entrepreneur. If you were Jackman, would you have sold the company to Keurig? Why or why not?
• Would you have started the Laughing Man Foundation?
• What else can Jackman do to aid fair-trade practices for coffee growers?

What Can You Do?

Textbooks for change.

Founded in 2014, Textbooks for Change uses a cross-compensation model, in which one customer segment pays for a product or service, and the profit from that revenue is used to provide the same product or service to another, underserved segment. Textbooks for Change partners with student organizations to collect used college textbooks, some of which are re-sold while others are donated to students in need at underserved universities across the globe. The organization has reused or recycled 250,000 textbooks, providing 220,000 students with access through seven campus partners in East Africa. This B-corp social enterprise tackles a problem and offers a solution that is directly relevant to college students like yourself. Have you observed a problem on your college campus or other campuses that is not being served properly? Could it result in a social enterprise?

Work It Out

Franchisee set out.

A franchisee of East Coast Wings, a chain with dozens of restaurants in the United States, has decided to part ways with the chain. The new store will feature the same basic sports-bar-and-restaurant concept and serve the same basic foods: chicken wings, burgers, sandwiches, and the like. The new restaurant can’t rely on the same distributors and suppliers. A new business plan is needed.

• What steps should the new restaurant take to create a new business plan?
• Should it attempt to serve the same customers? Why or why not?

This New York Times video, “An Unlikely Business Plan,” describes entrepreneurial resurgence in Detroit, Michigan.

• 48 Chris Guillebeau. The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future . New York: Crown Business/Random House, 2012.
• 49 Jonathan Chan. “What These 4 Startup Case Studies Can Teach You about Failure.” Foundr.com . July 12, 2015. https://foundr.com/4-startup-case-studies-failure/
• 50 Amy Feldman. “Inventor of the Cut Buddy Paid YouTubers to Spark Sales. He Wasn’t Ready for a Video to Go Viral.” Forbes. February 15, 2017. https://www.forbes.com/sites/forbestreptalks/2017/02/15/inventor-of-the-cut-buddy-paid-youtubers-to-spark-sales-he-wasnt-ready-for-a-video-to-go-viral/#3eb540ce798a
• 51 Jennifer Post. “National Business Plan Competitions for Entrepreneurs.” Business News Daily . August 30, 2018. https://www.businessnewsdaily.com/6902-business-plan-competitions-entrepreneurs.html
• 52 “Rice Business Plan Competition, Eligibility Criteria and How to Apply.” Rice Business Plan Competition . March 2020. https://rbpc.rice.edu/sites/g/files/bxs806/f/2020%20RBPC%20Eligibility%20Criteria%20and%20How%20to%20Apply_23Oct19.pdf
• 53 “Rice Business Plan Competition, Eligibility Criteria and How to Apply.” Rice Business Plan Competition. March 2020. https://rbpc.rice.edu/sites/g/files/bxs806/f/2020%20RBPC%20Eligibility%20Criteria%20and%20How%20to%20Apply_23Oct19.pdf; Based on 2019 RBPC Competition Rules and Format April 4–6, 2019. https://rbpc.rice.edu/sites/g/files/bxs806/f/2019-RBPC-Competition-Rules%20-Format.pdf
• 54 Foodstart. http://foodstart.com
• 55 “Hugh Jackman Journey to Starting a Social Enterprise Coffee Company.” Giving Compass. April 8, 2018. https://givingcompass.org/article/hugh-jackman-journey-to-starting-a-social-enterprise-coffee-company/

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Business Plan Executive Summary

Just like in any reading material, especially lengthy, consolidated ones, it is important to include a summary work plan that will give a background as to what the document is all about. This will help the reader/s prepare for what is up ahead and at the same time entice them to read on. If you are able to present compelling in your summary, it may convince your reader/s to give your document a chance.

Business Plan Executive Summary Template

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Lengthy Business Plan Executive Summary Example

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Boston Public Market Business Plan Executive Summary Example

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Oasis Business Plan Executive Summary Example

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Detailed Business Executive Summary Example

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Health Organization Business Plan Executive Summary Example

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Revised Regional Business Plan Executive Summary Example

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What Is a Business Plan Executive Summary?

An  executive summary  is a section in a document that presents the highlights of the discussed topics. This includes the long term goal and the objectives of the business plan executive summary. The executive summary simplifies the discussions as well as state the purpose of the document. It is basically the summary of the entire document that is intended to encourage the reader/s to read further.

How to Write the Executive Summary of a Business Plan

Step 1: the company information.

Although the first paragraph of your executive summary is intended for an introduction , you can also use it formally introduce the business to the reader/s. You should use a compelling intro before you include the information of your business.

Step 2:  The Problem/S the Business Will Solve

If you have a personal mission statement for the company, it is more fitting to put it in this part. Although it is not a requirement in the business plan, the mission statement gives your business direction and defines the character and culture of your company. Your business is only viable if the products and/or services you provide answers or solves an existing problem in the market.

Step 3: The Solution the Business Will Provide

Since you have clearly determined the problem your business will address and solve, explain how your business will be able to do just that. This is where you present the solution your business will provide to the target consumers in order to address and solve such existing issue. However, you have to remember that this is only a budget summary .

Step 4: Concept of the Business

In this part, you need to explain the consumers you are trying to sell your products and/or service to. You also have to explain how your concept fits directly into what they need. This is where you explain and lay out how you will be able to entice your target clients through the concept you have already established.

What are the guidelines of making an executive summary of a business plan?

Writing it with too much or too little information can highly affect your chances of achieving your goal. It should be written once the entire business plan is completed. It should be 3–4 pages in length and should be attached on the first part of the business plan. Its ultimate goals should be enticing and convincing the reader/s to read the entire business plan. It needs to clearly outline the core idea and the main purpose of the business plan. It should be consistent with the contents of the entire business plan as well as the business pitch or presentation. It needs to be compelling, professional, and present the business as well as the owner in a good light so that the reader/s can be convinced to give the business a chance.

What to expect in an executive summary for a business plan?

Here is a list of what you should include in the executive summary of your business plan: name and location of the business, one-sentence summary explaining what separates the business from its competition, overview what problem the business intends to solve, brief explanation of how the business’s products or services solve the stated problem, honest acknowledgment of existing competitors and a short description of your business’s competitive advantages, description of your target customer evidence or proof that the products or services have a target market.

Why do you need an executive summary for a business plan?

It explains the purpose of your business, what you intend to produce or provide, how you plan to sustain it, and so on. Aside from helping you securing funding, a good business plan will also help you run your business since it includes all necessary stages and information needed to start and manage your business.

An executive summary of your business plan will help you present a comprehensive outline of your company’s purpose and goals. It is the part of your business plan that can either make or break your chances to achieving your purpose especially if it meant to help you secure financial aid.

Text prompt

• Instructive
• Professional

Create a study plan for final exams in high school

Develop a project timeline for a middle school science fair.

See in 90 seconds how LivePlan simplifies

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Provide real–world business plan examples for your students, inspire confidence in future entrepreneurs and easily create your class syllabus using industry–best business plans., liveplan gives students access to actual business plans so they can practice business planning in and outside of the classroom., it's not just a classroom project. it's your students planning for their futures..

Teach by example

LivePlan's examples of actual business plans show students how they can identify opportunities, meet challenges, and plan their path to profits. Just like real-world entrepreneurs.

No spreadsheets necessary

With all–in–one spreadsheet–free forecasting and pitching tools–students can use LivePlan to build a realistic business plan with accurate projections and compelling pitches. Analyze scenarios. Track progress. Set goals. All in LivePlan.

Works seamlessly with your classroom setup

With LivePlan you can simplify syllabus creation. LivePlan can also be used alongside classroom tools such as Blackboard and Canvas. LivePlan's optional instructional resources can enhance your syllabus with materials that introduce lean planning principles, growth metrics, financial forecasting, and more.

Instructors looking for a great tool to help students develop business plans need to look at Live Plan. The step–by–step process walks students through the entire process from Pitch to Financials. As the Instructor you can also have online access to their plan and provide feedback and comments as the plan develops.

Mike Allen Business Instructor, North Idaho College, Coeur d'Alene, ID

Bring out the best in every student

LivePlan's business plan examples help students turn ideas into top–notch business plans for class projects and startups. The tools, features, and instructional content allow you to focus on bringing out the best in your students for every plan and project.

Before using LivePlan, my students were intimidated by the business planning process. LivePlan breaks it down into manageable steps and takes the mystery out of developing a business plan.

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I used LivePlan to develop a business plan for a class project. Turns out, the project became part of a business plan competition where I placed second out of over 200 entries.

Sheila Austin Student

LivePlan provides your students with the tools to

Know the competition

No business operates in a vacuum. LivePlan incorporates real–world industry data, so students can better understand competitors, plan businesses around industry realities, and confidently execute data–driven strategies.

Build business dreams together

From sharing feedback and engaging in discussions, to simultaneously working on different parts of the plan, students can easily collaborate in groups using LivePlan.

Create a plan that fits their needs

Whether small or big, LivePlan can build out the right–sized business plan for your classroom projects. In LivePlan, students can develop a simple lean plan that focuses their ideas, or create a full business plan with all the details and steps necessary to persuade investors, attract partners, and turn their idea into a profitable reality.

With so much happening in the classroom, you need a tool that works with you, not one that makes you do extra work. Used by educators, consultants, entrepreneurs, and students all around the world, LivePlan has been regularly improved and streamlined so it's easy to use.

Develop confidence in their plan and themselves

It's one thing to plan a business. It's another thing to know how to talk about a business plan. Students can develop talking points and practice their pitch in LivePlan so they can discuss their enterprise with confidence and authority.

With LivePlan your students exceed expectations

With LivePlan, students create business plans that:

• Guide them from concept to actionable plan
• Build the confidence necessary to be entrepreneurs
• Combine pitching, forecasting, and collaboration

LivePlan streamlines projects for educators

LivePlan eases project management in the classroom, so instructors can:

• Pinpoint feedback and suggest improvements
• Monitor project progress
• Teach business planning instead of managing multiple apps

Go beyond business plan examples

LivePlan easily integrates into business courses, includes all materials and curriculum to support classroom business projects, and comes with free phone, email, and chat technical support.

The students very much appreciate the guidance the LivePlan program offers. I love the ability to act as a contributor to their plans. The help resources are phenomenal and easy to navigate.

John Shaw Assistant Professor of Management, Davis College of Business – Jacksonville University, Jacksonville, FL

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Teachers and students love LivePlan

LivePlan really facilitated communication between students who were in a team on the business plan project. Students could comment on sections of their business plan and collaborate on what to change in their plan without having to meet face–to–face.

Amy Valente Assistant Professor of Business, Cayuga Community College, Auburn, New York

LivePlan helped us easily set up the business plan for our startup during our MBA. As soon as the other students saw it, they also wanted LivePlan. The time we saved on planning we could use for operational tasks. It was the ideal solution for us.

The product we produced by using Live Plan was exceptional, far exceeded our expectations, and came out so much better than we could have ever done on our own.

This product is a game-changer. It allows the non–MBA founder to unleash their potential through strategic planning and beautiful design. Highly recommended.

Answers Neuroscience

LivePlan is simply awesome.

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Business Plan Example

Writing the plan, what goes in a business plan, sample plans.

One of the best ways to learn about writing a business plan is to study the plans of established businesses in your industry.

http://www.bplans.com/sp/businessplans.cfm

Develop a Business Plan Worksheet

This worksheet describes the basic components of any business plan. Please note that every plan will be unique to its particular company.

The Executive Summary

Include crisp, clear descriptions of the following elements:

• Company history
• Company objectives
• Product/service offerings
• Competitive advantage (A persuasive statement of why and how the business will succeed)
• Projected growth for the company and the market
• Key management team members
• Funding requirements, including a timeline and details on how the funds will be used

The Products and Services

Answer the following questions in this section:

• Why is there a need for your offering?
• Is your product or service already on the market, or is it still in the research and development stage? If you are still in the development stage, what is the rollout strategy or timeline to bring the product to market?
• What makes your product or service unique? What competitive advantage does the product or service have over its competition?
• Can you price the product or service competitively and still maintain a healthy profit margin?
• What patents, copyrights and trademarks does your company currently own or plan to obtain?
• What confidential and non-disclosure protection have you secured?
• What barriers do you face in bringing the product to market, such as government regulations, competing products, high product-development costs, the need for manufacturing materials, etc.?

Include the following elements:

• A detailed description of your market
• A detailed description of your niche and why you chose it
• An explanation of the market demand for your product or service offering (Requires supporting documentation)
• What percentage of market share do you project you can capture?
• What is the growth potential of the market? (Requires supporting documentation)
• Will your share of the market increase or decrease as the market grows?
• How will you satisfy market growth?
• How will you price your goods or services to remain competitive in a growing market?

Note: If you are launching a new product, include your market research data. Likewise, if you have existing customers, provide a customer profile, detailing their purchasing habits and their buying cycle.

The Marketing Strategy

The following are some promotional options to consider:

• Social Media
• Direct mail
• Trade shows
• Public relations
• Promotional materials
• Telephone sales
• One-on-one sales
• Strategic alliances

If you have current samples of marketing materials or strategies that have proven successful for you, include them with your plan.

Discuss your distribution strategy:

• Will you mail order, personally deliver, hire sales reps, contract with distributors or resellers, or use some other method?
• What are the costs associated with your proposed delivery methods?
• How will you track the effectiveness of the methods you choose?

The Competition

Specific areas to address in this section are:

• Who are your closest competitors and what are their product/service offerings?
• Where are they located?
• What are their revenues?
• How long have they been in business?
• Who is their target market?
• What percentage of market share do they currently hold?
• Do they service a local, geographic market or a national customer base? Is that the same or different from your approach?
• In what other ways do your operations differ from each of them? How are they similar?
• What do your rivals do well? Where is there room for improvement?
• In what ways is your business superior to the competition?
• How is their business doing? Is it growing, declining or stable?
• Are there certain areas of the business where the competition surpasses you (management team, economies of scale, better distribution, volume discounts, etc.)? If so, what are those areas, and how do you plan on compensating for them?

This section of the plan should describe the following requirements of your business:

• Manufacturing

Note: Provide a rollout strategy as to when these requirements need to be purchased and implemented. In addition, describe the vendors you will need to build the business. Do you have current relationships, or do you need to establish new ones? Who will you choose and why?

The Management Team

When preparing this section of the business plan, you should address the following five areas:

• Business background of the principals
• Past experience — tracking successes, responsibilities and capabilities
• Educational background (formal and informal)
• Personal data: age, current address, past addresses, interests, education, special abilities, reasons for entering into business
• Personal financial statements with supporting documentation
• Direct operational and managerial experience in related businesses
• Indirect managerial experiences
• Who will do what and why? Who is responsible for final decisions?
• Organizational chart with chain of command and listing of duties
• A simple statement of what management members will be paid, by position
• Listing of bonuses in realistic terms
• Benefits (medical, life insurance, disability, etc.)
• Insurance brokers
• Accountants
• Consulting groups
• Small Business Association
• Local business information centers
• Chambers of Commerce
• Local colleges and universities
• Federal, state and local agencies
• Board of Directors
• World Wide Web (various search engines)

Consider the following questions in completing this section of the business plan:

• What are your current personnel needs (full- and/or part-time)? How many employees do you envision in the near future, and then in the next three to five years?
• What skills must your employees have?
• What will their job descriptions be?
• Are the people you need readily available? If not, how will you attract them?
• Will you pay salaries or hourly wages?
• Will you provide benefits? If so, what will they be, and at what cost?
• Will you pay overtime?

Financial Data

Have a certified public accountant establish your accounting system before the start of business to provide you with data in the following four areas:

• Balance Sheet – indicates what the cash position of the business is and what the owner’s equity is at any given point (the balance sheet will show assets, liabilities and retained earnings).
• Break-Even Analysis – Shows the volume of revenue from sales that are needed to balance the fixed and variable expenses. Without exception, all businesses should perform this analysis, which is based on the income statement and cash flow.
• Income Statement (also called the profit and loss statement) – Indicates how well the company is managing its cash, by subtracting disbursements from receipts.
• Cash Flow – Projects all cash receipts and disbursements. Healthy cash flow is critical to the survival of any business.

Supporting Documentation

You will need to include all documents that lend support to statements made in the body of your company’s business plan. Please be aware that this list is not complete and may vary depending on the stage of development of your business.

• Credit information (include in appendix)
• Quotes or estimates
• Letters of intent from prospective customers
• Letters of support from credible personal references
• Leases or buy/sell agreements
• Legal documents relevant to the business
• Census/demographic data

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How to Write the Perfect Business Plan

Created by Henry Steele

By Henry Steele - January 8, 2018

Are you planning to start a business or do you already own one ?

Sponsored School(s)

If the answer is yes, then you need a business plan .

This seems like an extremely daunting task, but if you understand your business, it won’t be hard at all. It’s simply a matter of organizing the information in a clear, concise manner.

The following article discusses how to write the perfect business plan, including the types of business plans most commonly used, top 10 do’s and don’ts, what goes into a business plan, the structure of your business, marketing and sales, your organizational and operational plan and much more.

What is a Business Plan?

To help you write the perfect business plan, we’ll provide you with an exact outline of everything you’ll need to include, so even if you think you’re too young, you’ll have no problem starting out.

The reason many business owners first decide to put together a business plan is that they simply have to. If you want to apply for a business loan, attract investors, or obtain any necessary licensing, business plans are a prerequisite.

Even if you don’t need financing or licensing, however, it’s still a good idea to have a well-thought-out business plan. If you need to hire any key employees, a strong business plan will help attract strong talent. Whenever you need to deal with professionals, such as a consultant or an accountant, your business plan gives them invaluable insight.

Finally, it’s a good idea to put a business plan together for your own sake . As you put the business plan together, you’ll have the chance to really conceptualize and evaluate your strategy. You’ll build proof that your idea makes both financial and logistic sense. Once you start working to get your business off of the ground, a strong business plan guides and helps you stay on-track.

Types of Business Plans

Business plans come in all shapes and sizes, but you can generally whittle them down to three key versions.

Shortened Business Plan

This is an easily digestible, much shorter version of your normal business plan. Typically, it will be between three and five pages. You should include your executive summary, financials, and any information pertinent to the person/s to whom you are presenting the plan. A shortened business plan is usually made with a specific purpose or recipient in mind, so it will be easy to figure out exactly what is and isn’t important enough to make the cut.

In-depth Business Plan

Your standard business plan, and the one we will be teaching you to write . Again, these come in handy when seeking to fund your business, attract employees or work with professionals, or simply to act as a guide.

Operational Business Plan

Unlike the other two business plans we have discussed, an operational business plan is meant for internal use only. This will not be distributed to anybody except for employees or professionals working on your company’s behalf. An operational business plan focuses on the company’s overarching goals, mission, and vision so that all department stay aligned. Your Marketing and Sales, Operational Plan, and Financial sections will be key here.

What Language Should I Use?

Top 10 Do’s and Don’ts

Before we dive into our business plan outline and describe each section, let’s go over some general do’s and don’ts you’ll want to keep in mind as you write your business plan:

Do: Provide Examples

Don’t: Overload the Reader

An in-depth business plan will contain lots of useful information and will likely end up being much more than ten pages. Because it’s so long by nature, you need to make sure to only include the most useful information in each section. Format everything carefully and correctly. Don’t use language that confuses or intimidates readers outside of your industry. The easier it is for the reader to absorb everything you’re presenting them, the more effective your business plan is.

Do: Proper Research

Don’t: Leave Any Stone Uncovered

Somebody who reads your business plan shouldn’t have any major questions left unanswered. Include complete information about what you are aiming to do, how you are going to do it, how much money is needed, etc. Use our full outline below to ensure everything is covered.

Do: Be Honest

Don’t: Hustle Just to ‘Get it Done’

Writing a business plan isn’t a task you’re completing and checking off your to-do list. Everything must be accurate, thoughtful, and well-articulated. Keep in mind: this will guide you as you operate your business and is the key to obtaining financing and/or pitching your business.

Do: Make it a Living Document

Don’t: Focus Solely on Your Product

You might think your business revolves around your particular product/s or service/s, but there’s so much more to it than that. Your business plan talks about how the actual business is run, so you might want to leave the technical specifications and granular details for another time.

Do: Show Your Passion

In the end, your business plan and your business are about you. While it’s important to maintain a professional tone, don’t be afraid to let your enthusiasm about your business seep through every page.

Don’t: Write Alone

How to Write a Business Plan

• Keep it concise.
• Know your audience.
• Perfect your executive summary.
• Focus and refine constantly.
• Gather and check all of your data.
• Be confident, but don’t go overboard.
• Be as clear and in-depth as possible.
• Enhance with graphics.
• Share and gather feedback from trusted advisors.

What Goes into a Business Plan?

When writing your business plan, you will need to put in a lot of time and research. Luckily, we’re here to walk you through all of that. A winning business plan contains the below sections, and you can use our sidebar to navigate to each of these:

• Introduction

Executive Summary

• Information About Your Business
• Industry Analysis

Marketing and Sales

• Operational Plan

Your Business Plan Introduction

Cover Letter

A cover letter is essential whenever you are presenting the business plan to somebody for a specific reason and should be tailored to each individual. Like any other letter, it should include names, dates, and a cordial greeting. In the first paragraph, explain exactly why you are presenting the business plan to the recipient. Take one or two paragraphs to discuss your business (an even more condensed executive summary, as we will cover in the next section). Finally, let the reader know you appreciate their consideration and would be happy to address any questions or concerns. Include any necessary contact information below your name and signature.

Your title page should be clean and simple. Here’s what to include in it:

• The title of the document (i.e. Business Plan, Business Proposal, Summary Business Plan).
• The name of your company.
• A sub-heading, if necessary (i.e. ‘Presented to ABC Investing Company’).
• Who the business plan was prepared by.
• The name of any other owners or key partners.
• Basic contact information.

Table of Contents

A table of contents is essential to make your business plan transparent and easy to navigate. It is unlikely that a serious potential partner or investor will read through your plan once and toss it aside, so you want to make it easy for them to return and pick up where they left off or revisit any key bits of information. If you are providing a digital copy, include clickable links to each section for the reader’s benefit.

The executive summary is exactly what it sounds like – a brief summary that describes the essence of what your business is and what it aims to do. Here’s how to write a winning executive summary:

• Begin with a single sentence that sums your business up. This is otherwise known as your value proposition.
• Describe what niche or problem your business fills or solves.
• Explain exactly how your business solves this problem in a way that the rest of the competition does not or cannot.
• A very brief (one or two sentences) summary of any other information from the following sections that would be critical to your business’ success.

Your Business / Company

Structure of Your Business

First and foremost, you’ll need to discuss the legal structure of your business:

• Sole-proprietorship: simple to set-up, but the owner is fully liable for any debts or obligations.
• Partnership: a general partnership is also simple to set-up, but all partners would be liable. Limited partnerships, or LPs, are a bit more complicated.
• Corporation: a corporation is owned by stockholders, so it is unlikely you will either want or need to structure as one. There are two types of corporations, which vary in terms of shareholder limitations and tax liabilities: S corporations and C corporations.
• Limited liability corporation (LLC): an LLC is generally the best of both worlds for small businesses. The owner’s’ liability is limited, and taxation is that of a partnership, which provides better flexibility over a corporation.

Once the legal structure is determined, you’ll need to break down the ownership of the business. Are you the sole owner? Do you have business partners? Has anybody purchased a share of the business in exchange for funding? Provide a brief introduction to any key executives or owners, outlining what strengths they have and how they will impact the business.

Finally, include a brief history (if any) of your business, and any pertinent location details.

Business Vision, Mission, and Values

This is one of the most important sections of your business plan. Here, you need to impart your passion for the business and really describe what you’re trying to achieve.

Business Vision

Your vision statement is all about the company’s goals. It serves as a template for exactly what you’re trying to achieve, both short-term and long-term. Don’t hold back when it comes to your vision: if your goal is to eventually dominate the Northeastern coffee shop scene, say that. A vision statement is your chance to think big.

Where a vision statement thinks big, a mission statement is more practical. Your mission statement should discuss your company’s purpose. Why does it even exist in the first place? This mission statement will act to provide organizational direction and help you achieve your vision.

The values are all about how you plan to operate your business in relation to the stakeholders. This includes investors, customers, and members of the local community. How do you plan to treat them? What are you doing to make their lives and the world they live in better?

Analyzing the Industry

Market Size

Here, you’ll describe exactly how large the market is. You should be able to find national figures with relatively little research. If you’re not serving a national or international market, discuss how large the population you plan to serve is. Extrapolating from the national information, how big do you expect your actual market size to be?

In addition, you should discuss any important trends. Is your market growing or retracting? If your market is growing, discuss how you project to fit into that growth and seize your market share. If your market is shrinking, discuss why you think entering the marketplace is worthwhile, and whether or not you project growth in the future.

Industry Focus and Trends

First, you’ll want to talk about the industry in general. This includes looping back to the market size and discussing whether it is growing, stagnant, or shrinking. Are there any overarching trends or cycles that will affect your business?

This is also a good opportunity to discuss pricing. What type of money does your average customer spend in your industry? What price point are you aiming for, and why is that a good strategy? If you aren’t competing on price, what reasons do you have to believe that somebody will be willing to spend more on your business?

Below, we will discuss two valuable business models you can and should use to discuss your industry further.

PEST Analysis

• Political: what impact could the government have on your business. Is there any pending legislation that could change how you operate? Would tax changes or tariffs cause a financial strain?
• Economic: would an economic downturn cause sales to tumble, or is your business relatively immune to economic factors? Furthermore, what do current economic trends (inflation, consumer demand, etc.) say about your short-term potential?
• Social: are there any relevant social or cultural trends that are shaping the industry? Is there a distinct seasonality to your business? Consider, for example, the impact of the Christmas season to retailers in the United States.
• Technological: how has technology shaped your industry over the past decade? Take a look at the future and make an educated guess on where the industry is headed, and how you’ll fit into that future.

Sometimes PEST is lengthened to PESTLE to include any legal or environmental factors as well. If you believe either will have a significant impact on your business, make sure to include it as well.

Porter’s 5 Forces Analysis

• Competition: we will go into this in more detail next, but for this model you should discuss how much competition there is, and how profitable they might be.
• Threat of new entrants: how easy is it for somebody to enter your industry? For a casino, it would be quite difficult (extensive significant licensing and upfront costs), but for a food truck, it would be quite minimal. The easier it is to enter your industry, the greater the threat is of somebody else entering and stealing your market share.
• Power of suppliers : if your industry has a low number of suppliers or suppliers that are dominated by much larger companies, you will have a problem sourcing on-budget and on-time. If you aren’t reliant on very specific suppliers, however, or if there is competition among suppliers, you can find yourself in an advantageous position.
• Power of customers: specifically, do your customers have the ability to drive prices down? If you expect to have a large number of small customers, your price will remain relatively stable. However, if you plan on having a small number of very important customers, they maintain the power to dramatically impact your pricing and profitability.
• Threat of substitutes: how likely is it that somebody will forego your offering for a comparable substitute. If you’re a restaurant, for example, Amazon’s grocery delivery business would be a substitute, since people may decide to stay home and cook for themselves.

Competition

It’s just as important to discuss how your competition is navigating the industry you plan on dominating. With a strong idea of where your competition is positioned and the strategic decisions they are making you will be able to determine where your own business fits in.

To begin, discuss what your competition looks like. Are there many small businesses vying for the same customers or are you competing against a couple of whales? List your most important competitors and summarize them. Discuss their location, products, pricing, market share, and any important strategic decisions they have made. Use this information to create a list of their strengths and weaknesses.

After discussing the competition, it’s time to think about where you fit among them. SWOT Analysis is the perfect model to do just that.

SWOT Analysis

Here is what a complete SWOT Analysis looks like:

• Strengths:  Exactly as it sounds. What do you do best? What do you do that the competition absolutely cannot?
• Weaknesses:  Be honest. Are there any resources you lack? Any skillsets that are missing? What isn’t as efficient as it could be?
• Opportunities:  Improving any of your weaknesses is a major opportunity. In addition to that, consider internal or external factors that might change and present a new business opportunity. Finally, are there any complementary products or services that you could consider offering to your customers?
• Threats:  What potential is there for your business to be damaged? Are there any industry or economic trends? Could your competition change strategies and harm you? Do any obstacles to success stand in your way?

Once you have completed the SWOT analysis, wrap this section up by talking about your own competitive strategy. Given your industry, the competition, and your own SWOT analysis, what decisions are you making to position the company to succeed?

Readers of your business plan definitely need to know how you’ll be marketing and selling your product or service.There are going to be three key elements of your marketing plan.

Customer Segmentation

• Demographic information – age, gender.
• Psychographic profile – what do they care about? What motivates them? What do they value? Where do they get their information?
• Socioeconomic profile – income, lifestyle preference.

Describe your target audience in great detail. The more you know about your customer, the easier it will be to market to them.

Advertising and Promotion Plan

After building a strong customer profile of your target audience, you should know what your customer cares about. Think about how your business fits into that, and strategize how you’re going to market to them. Use their demographic and behavioral information to determine the most appropriate channels to focus on.

Your brand should seep into all aspects of your business – the website, advertisements, and even the tone of communications with customers. Whatever strategies you have for these elements, make sure to lay them out.

Finally, include your company logo and slogan, if they already exist. If not, you should begin to think about them and use the rest of this section as a guide.

Sales Distribution Plan

How exactly do you plan on getting your goods or services into somebody’s hands? Do you plan on hiring a sales staff or will you handle it all yourself initially? Do you plan on doing inbound or outbound sales? What does the sales process look at each step of the marketing funnel?

You’ll also need to think about and discuss pricing. Discuss your pricing strategy and why it’s a good value for your customers. If you are going low or moderately priced, discuss how you can stay profitable and remain differentiated from the competition. If you are a luxury brand, discuss why somebody will be willing to pay more for your business than the competition.

Lastly, consider distribution. Are you going to allow customers to purchase directly from you? Will they have to go through distributors? Do you have any retail partnerships to leverage? These are important decisions that have a profound impact on a business.

Organizational and Operational Plan

Production Process

Here are some ideas of what you’ll need to outline:

• Raw materials – how much do they cost? Do prices fluctuate? Is supply limited in quantity or how quickly it can be obtained in a pinch?
• What machines, technologies, etc., do you use for production? What costs are involved in these? Are you renting or do you own them?
• What is your estimated daily output?
• How easy is it to scale up or down as necessary? How does this impact the cost per unit?
• Which methods of quality control do you employ, both pre- and post-production?

If you’re a service business, you might not have any physical inventory, but your employees should be considered as your supply. After all, without them, you won’t be able to provide your services to your customers. What strategies do you have to recruit and retain the best talent possible? Can you scale quickly through recruiting and training, overtime, or an increase in part-time help?

You should also look back at your sales distribution plan and consider the logistics of shipping any physical products. How often will orders be fulfilled? Do you have the ability to rush orders if necessary? How will returns or incorrect shipments be handled in a way that keeps everybody happy?

Here are the components you must include in your business plan’s financial information:

Forecasted Sales

Use all of the marketing data you’ve put together to determine what a reasonable sales forecast looks like. Project your sales for a period of two or three years, going one month at a time. Include seasonality whenever applicable. As you forecast sales, include exactly how much revenue you expect to earn from those sales, and the total direct cost of those sales. You’ll be able to use these figures to determine revenue and gross margin, which you should use to compare to industry and competitive standards.

Projected Expenses

Fixed costs are going to stay the same whether you sell one widget or twenty. For example, rent, electricity, insurance, marketing costs, and payroll (with the exception of commission and bonuses), will mostly stay the same no matter what sales look like.

Variable costs, on the other hand, will vary by each unit sold. This includes the cost of materials, shipping, coupons, taxes, etc. Most of this should already be covered in your forecasted sales report, but make sure that nothing is overlooked.

Make sure to consider that as you scale, some fixed costs may become variable. As sales increase, you may have to hire more employees, or move into a bigger office. Keep this in mind by always referring back to your forecasted sales and estimating your business needs as best you can.

Balance Sheet

Everything comes together on your balance sheet. This includes your projected sales and expenses, but also deals with assets and liabilities.For example, if you take out a loan, you’ll need to include the capital in your assets and the repayments, including interest, in your liabilities. Non-monetary assets, such as the property and machinery must also be included.

You can find a sample balance sheet here .

Cash Flow Statement

Month by month, you’ll track exactly how much cash you expect to leave your hands and how much will come in. Keep in mind that not all sales are paid fully right away. Consider how many sales will be paid in full at the time of sale, how many will be paid in 30 days, 60 days, or go completely delinquent.

Once you have your cash flow statement completed, run some quick analysis. Compare your projected expenses each month to the projected cash coming in each month. For any months that project to have a negative cash flow, ensure you have enough money on hand to cover the difference.

You may find two examples of completed cash flow statements here and here .

Customer Lifetime Value

Customer Lifetime Value is an estimate of exactly how much each customer you acquire will be worth total. A simple way to calculate this is by determining how many purchases a customer makes before churning, and multiplying it by the average amount of their purchase. In other words, how many purchases will they make before moving on from your business, and how much will those purchases be worth?

Let’s take a look at a real-world example. Let’s assume you’re running an oil change business, and you know your average customer gets three oil changes per year. With premium options and add-ons, your average sale is $38.50. Each customer spends an average of three years with you before churning (perhaps they have moved away or found another service they prefer).

In this example, your expected CLV would be $346.50. You know each average customer will make 3 purchases per year, for 3 years, at $38.50 each. 3 x 3 x $38.50 = $346.50, which is your CLV.

Why is CLV so important? Let’s take a look at unit economics.

Unit Economics

The formula for cost of acquisition is simple. Divide your total marketing spend by the number of customers you have acquired through all marketing channels. If you spend $25,000 across all marketing channels and acquire 1,000 customers, your average cost per acquisition is $25.00.

Tracking your marketing expenses isn’t the tricky part. Attributing each user to a specific campaign, however, can be. If somebody walks into your store after seeing a TV ad, for example, it can be hard to properly attribute them. Digital campaigns are a bit easier, as there are typically tracking links that make everything easy to calculate. You’ll have to do your due diligence and make your best-educated guesses here, using industry standards whenever necessary and possible.

You should also take the time to break out your unit economics into each marketing channel. This allows you to track which channels are performing well and which ones aren’t. If Facebook is attracting lots of customers but you’re spending so much that your cost of acquisition is higher than expected CLV, you might actually need to stop spending money there.

It’s important to be very clear about exactly how your business has been funded so far. This includes what you have received through investments, series rounds, or personal loans. You will also need to mention any personal funds that you have put into the business, and how much you have saved that you are willing to put into it in the future.

Once you have discussed the funding your business has received, it is appropriate to lay out exactly how much you’ll need. Make sure to also discuss exactly what any loans or investments will be used for and how that spending will be tracked.

Business Plan Resources

Business plan samples.

To reinforce everything we’ve discussed above, let’s take a look at some sample business plans that have already been put together for your review. We’ll discuss some key takeaways from each plan, helping you consider how your business is unique and what you’ll need to emphasize.

Coffee Shop Business Plan

A coffee shop is a nice, simple business to start our samples with. A coffee shop requires a small storefront, and the location is critical. Most people will gladly stop in for a nice cup of coffee but are unlikely to drive miles out of their way for one. Notice that because of this, the sales forecast is relatively stagnant, even after several years.

Click here for the sample business plan.

Restaurant Business Plan

A restaurant business plan will be similar to a coffee shop, but is a little more involved. Start-up costs are higher as it requires a larger storefront and a larger variety of equipment. Variable costs are higher as a quality meal costs much more than a cup of coffee. The sales forecast shows more growth, as people are more willing to travel for a good meal than they are a simple cup of coffee.

Food Truck Business Plan

Let’s consider a third food-based business to really drive home how businesses that appear similar will have important differences. Food trucks have a much different fixed cost structure than a coffee shop or restaurant, as they don’t have a physical location. Seasonality and location will have a huge impact on salespeople won’t want to stand outside for a burrito when it’s cold and snowy outside. With a much smaller staff, a food truck is also more likely to be open for lunch only, or closed a couple days per week.

Startup Business Plan

It’s good to take a look at a general startup business plan to get an idea of how to estimate costs, sales, etc. This sample plan is a take-out pizza joint. Notice that trends are important, as the business plan notes their market is a growing area and they are aiming to fill a niche for low to middle-income families, which comprise the majority of residents in their service area. They use a mixture of studies and geographic data to make conservative estimates, giving potential investors confidence that the business can be profitable if the strategies are successfully executed.

Photography Business Plan

A photography business is a great example of a company that is minimal to the extreme. Mostly, you will be relying on your own skills and experience. Minus initial equipment and the cost of your own time, expenses are minimal. Still, you see that it’s important to have a strong plan in place so that you understand how to position your services and who exactly you’re aiming to serve.

Business Plan Tools

Here are a variety of tools that make both writing a business plan and getting your business off the ground much easier:

If you want to quickly build your idea into a business plan to validate its value or just to get started, LivePlan is perfect. The business planning process is made simple, as you simply need to answer questions and are given plenty of examples, videos, and tutorials along the way. You can even use LivePlan to collaborate with partners or investors, testing ideas on the fly and seeing its impact on your business’ health.

Click here to take a look at LivePlan.

Rocket Lawyer

When you’re starting a business, it’s extremely likely you’ll need quick legal help. You might need advice on licensing, permits, or zoning. Or perhaps you want to discuss how to structure your business as an LLC. Rocket Lawyer can help. You’ll have access to their services for a monthly fee that’s less than a cup of coffee each day. There’s an even option to help incorporate your business by filling out a couple of quick forms.

Click here to take a look at Rocket Lawyer.

Like LivePlan, StratPad offers a cloud-based chance to build your business plan and strategy on the fly. StratPad offers a demo for their services and if you’re looking for funding will even match you up automatically with a financial institution that makes sense for your business. Our suggestion is to take a look at both LivePlan and StratPad and select the one that you like best.

Click here to take a look at StratPad.

If you’re looking for a simple way to create a professional business plan without all the bells and whistles, BizPlan is perfect for you. You’ll be able to create a stylish, professional business plan using intuitive drag-and-drop templates. Financials are easy to create using a user-friendly dashboard.

Click here to take a look at BizPlan.

A typo can derail your business plan and make you look sloppy and unprepared, no matter how much effort you put into it. Grammarly is a world-class spell checker that also checks for many of the most common grammatical error for free. There’s even a browser-based version that you can use no matter where you are. For a fee, you can subscribe to Grammarly Premium, which provides an even more granular check.

Click here to take a look at Grammarly.

Business Plan Templates

Now that we have an idea of everything you need to include in your business plan and which tools you’ll need to get started, it’s time to get started. Here are some websites with sample business plan templates you may use to make writing the perfect business plan a bit easier:

• Score.org has a variety of business plan and financial statement templates, including ones for both start-ups and established businesses.
• Microsoft Office’s website has many valuable business plan templates, including a checklist and PowerPoint Presentation templates for pitching your business plan.
• The S. Small Business Administration allows you to create a business plan with a free account that you can download and distribute as a PDF.
• Santa Clara University provides a 15-section business plan that can be downloaded one section at a time or all at once.
• Law Depot offers a business plan template tailored for you. Simply answer some quick questions and your template is instantly ready to download.

How to Write a Business Plan Conclusion

In the end, a business plan is a highly unique and personalized document. A business plan that is right for your business won’t be right for any other business in the world. By closely following the outline and strategies above, however, you’ll have a great base to begin crafting your own perfect business plan.

Bibliography:

• Berry, T. 15 Reasons You Need a Business Plan. Entrepreneur. Retrieved from https://www.entrepreneur.com/article/83818.
• CBM Group. What Is The Right Tone And Writing Style For A Business Plan? Retrieved from http://www.cbmgroup.co.uk/blog/business-plan-writing/what-is-the-right-tone-and-writing-style-for-a-business-plan.
• Discover Business. How to Write a Business Plan. Retrieved from https://www.discoverbusiness.us/business-plans/.
• Fontinelle, A.How To Write A Business Plan. Investopedia. Retrieved from http://www.investopedia.com/university/business-plan/.
• Franklin, B. The Three General Types of Business Plans. Business Power Tools. Retrieved from http://www.businesspowertools.com/2016/06/management-2/the-three-general-types-of-business-plans/.
• Gregory, A. Comprehensive Business Plan Outline for Small Business. The Balance. Retrieved from https://www.thebalance.com/a-comprehensive-business-plan-outline-for-small-business-2951557.
• Gregory, A. How to Conduct a SWOT Analysis for Your Small Business. The Balance. Retrieved from https://www.thebalance.com/swot-analysis-for-small-business-2951706.
• Hazlett, M. Basics of Unit Economics. Medium. Retrieved from https://medium.com/@markhazlett/basic-of-unit-economics-79f1d6cae085.
• Investopedia. Porter’s 5 Forces. Retrieved from http://www.investopedia.com/terms/p/porter.asp.
• Johnson, J. How to Write a Cover Letter for a Business Plan. Small Business Chronicle. Retrieved from http://smallbusiness.chron.com/write-cover-letter-business-plan-43209.html.
• Katz, A. Determining the Best Legal Structure for Your Business. Entrepreneur. Retrieved from https://www.entrepreneur.com/article/236450.
• Kolowich, A. How to Write a Business Plan: A Bookmarkable Guide (With Examples). HubSpot. Retrieved from https://blog.hubspot.com/marketing/how-to-write-a-business-plan.
• Lavinsky, D. Marketing Plan Template: Exactly What To Include. Forbes. Retrieved from https://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-include/#1ddaeeb43503.
• My Own Business Institute. Session 2: The Business Plan. Retrieved from https://www.scu.edu/mobi/business-courses/starting-a-business/session-2-the-business-plan/.
• Parsons, N. How to Write a Business Plan [Updated for 2017]. Bplans. Retrieved from http://articles.bplans.com/how-to-write-a-business-plan/.
• PESTLE Analysis. What is PESTLE Analysis? A Tool for Business Analysis. Retrieved from http://pestleanalysis.com/what-is-pestle-analysis/,
• Robbins, S. Why You Must Have a Business Plan. Entrepreneur. Retrieved from https://www.entrepreneur.com/article/74194.
• Ronick, D. 10 Business Plan Dos and Don’ts. Inc. Retrieved from https://www.inc.com/articles/201104/business-plan-dos-and-donts.html.
• Ronick, D. 10 Things A Business Pitch Absolutely Does (And Does Not) Need. Business Insider. Retrieved from http://www.businessinsider.com/10-survival-tactics-for-a-successful-business-plan-pitch-2011-4/.
• Shopify. The Ultimate Guide to Business Plans, Chapter 3: The Company. Retrieved from https://www.shopify.com/guides/businessplan/the-company.
• Wasserman, E. How to Write the Financial Section of a Business Plan. Inc. Retrieved from https://www.inc.com/guides/business-plan-financial-section.html

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• How to write an executive summary, with ...

How to write an executive summary, with examples

The best way to do that is with an executive summary. If you’ve never written an executive summary, this article has all you need to know to plan, write, and share them with your team.

What is an executive summary?

An executive summary is an overview of a document. The length and scope of your executive summary will differ depending on the document it’s summarizing, but in general an executive summary can be anywhere from one to two pages long. In the document, you’ll want to share all of the information your readers and important stakeholders need to know.

Imagine it this way: if your high-level stakeholders were to only read your executive summary, would they have all of the information they need to succeed? If so, your summary has done its job.

You’ll often find executive summaries of:

Business cases

Project proposals

Research documents

Environmental studies

Market surveys

In general, there are four parts to any executive summary:

Start with the problem or need the document is solving.

Outline the recommended solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the work.

What is an executive summary in project management?

In project management, an executive summary is a way to bring clarity to cross-functional collaborators, team leadership, and project stakeholders . Think of it like a project’s “ elevator pitch ” for team members who don’t have the time or the need to dive into all of the project’s details.

The main difference between an executive summary in project management and a more traditional executive summary in a business plan is that the former should be created at the beginning of your project—whereas the latter should be created after you’ve written your business plan. For example, to write an executive summary of an environmental study, you would compile a report on the results and findings once your study was over. But for an executive summary in project management, you want to cover what the project is aiming to achieve and why those goals matter.

The same four parts apply to an executive summary in project management:

Start with the problem or need the project is solving.  Why is this project happening? What insight, customer feedback, product plan, or other need caused it to come to life?

Outline the recommended solution, or the project’s objectives.  How is the project going to solve the problem you established in the first part? What are the project goals and objectives?

Explain the solution’s value.  Once you’ve finished your project, what will happen? How will this improve and solve the problem you established in the first part?

Wrap up with a conclusion about the importance of the work.  This is another opportunity to reiterate why the problem is important, and why the project matters. It can also be helpful to reference your audience and how your solution will solve their problem. Finally, include any relevant next steps.

If you’ve never written an executive summary before, you might be curious about where it fits into other project management elements. Here’s how executive summaries stack up:

Executive summary vs. project plan

A  project plan  is a blueprint of the key elements your project will accomplish in order to hit your project goals and objectives. Project plans will include your goals, success metrics, stakeholders and roles, budget, milestones and deliverables, timeline and schedule, and communication plan .

An executive summary is a summary of the most important information in your project plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance to look at the project plan—that’s your executive summary.

Executive summary vs. project overview

Project overviews and executive summaries often have similar elements—they both contain a summary of important project information. However, your project overview should be directly attached to your project. There should be a direct line of sight between your project and your project overview.

While you can include your executive summary in your project depending on what type of  project management tool  you use, it may also be a stand-alone document.

Executive summary vs. project objectives

Your executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, or the project’s objectives ). In addition to including your project objectives, your executive summary should also include why achieving your project objectives will add value, as well as provide details about how you’re going to get there.

The benefits of an executive summary

You may be asking: why should I write an executive summary for my project? Isn’t the project plan enough?

Well, like we mentioned earlier, not everyone has the time or need to dive into your project and see, from a glance, what the goals are and why they matter.  Work management tools  like Asana help you capture a lot of crucial information about a project, so you and your team have clarity on who’s doing what by when. Your executive summary is designed less for team members who are actively working on the project and more for stakeholders outside of the project who want quick insight and answers about why your project matters.

An effective executive summary gives stakeholders a big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they want more information, they can access the project plan or navigate through tasks in your work management tool.

How to write a great executive summary, with examples

Every executive summary has four parts. In order to write a great executive summary, follow this template. Then once you’ve written your executive summary, read it again to make sure it includes all of the key information your stakeholders need to know.

1. Start with the problem or need the project is solving

At the beginning of your executive summary, start by explaining why this document (and the project it represents) matter. Take some time to outline what the problem is, including any research or customer feedback you’ve gotten . Clarify how this problem is important and relevant to your customers, and why solving it matters.

For example, let’s imagine you work for a watch manufacturing company. Your project is to devise a simpler, cheaper watch that still appeals to luxury buyers while also targeting a new bracket of customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed a need for a simpler and cheaper version of our product. In surveys of customers who have chosen competitor watches, price is mentioned 87% of the time. To best serve our existing customers, and to branch into new markets, we need to develop a series of watches that we can sell at an appropriate price point for this market.

2. Outline the recommended solution, or the project’s objectives

Now that you’ve outlined the problem, explain what your solution is. Unlike an abstract or outline, you should be  prescriptive  in your solution—that is to say, you should work to convince your readers that your solution is the right one. This is less of a brainstorming section and more of a place to support your recommended solution.

Because you’re creating your executive summary at the beginning of your project, it’s ok if you don’t have all of your deliverables and milestones mapped out. But this is your chance to describe, in broad strokes, what will happen during the project. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  project roadmap  before diving into your executive summary.

Continuing our example executive summary:

Our new watch series will begin at 20% cheaper than our current cheapest option, with the potential for 40%+ cheaper options depending on material and movement. In order to offer these prices, we will do the following:

Offer watches in new materials, including potentially silicone or wood

Use high-quality quartz movement instead of in-house automatic movement

Introduce customizable band options, with a focus on choice and flexibility over traditional luxury

Note that every watch will still be rigorously quality controlled in order to maintain the same world-class speed and precision of our current offerings.

3. Explain the solution’s value

At this point, you begin to get into more details about how your solution will impact and improve upon the problem you outlined in the beginning. What, if any, results do you expect? This is the section to include any relevant financial information, project risks, or potential benefits. You should also relate this project back to your company goals or  OKRs . How does this work map to your company objectives?

With new offerings that are between 20% and 40% cheaper than our current cheapest option, we expect to be able to break into the casual watch market, while still supporting our luxury brand. That will help us hit FY22’s Objective 3: Expanding the brand. These new offerings have the potential to bring in upwards of three million dollars in profits annually, which will help us hit FY22’s Objective 1: 7 million dollars in annual profit.

Early customer feedback sessions indicate that cheaper options will not impact the value or prestige of the luxury brand, though this is a risk that should be factored in during design. In order to mitigate that risk, the product marketing team will begin working on their go-to-market strategy six months before the launch.

4. Wrap up with a conclusion about the importance of the work

Now that you’ve shared all of this important information with executive stakeholders, this final section is your chance to guide their understanding of the impact and importance of this work on the organization. What, if anything, should they take away from your executive summary?

To round out our example executive summary:

Cheaper and varied offerings not only allow us to break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, plus the anticipated demand for cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market strategy  and  customer feedback documentation .

Example of an executive summary

When you put it all together, this is what your executive summary might look like:

Common mistakes people make when writing executive summaries

You’re not going to become an executive summary-writing pro overnight, and that’s ok. As you get started, use the four-part template provided in this article as a guide. Then, as you continue to hone your executive summary writing skills, here are a few common pitfalls to avoid:

Avoid using jargon

Your executive summary is a document that anyone, from project contributors to executive stakeholders, should be able to read and understand. Remember that you’re much closer to the daily work and individual tasks than your stakeholders will be, so read your executive summary once over to make sure there’s no unnecessary jargon. Where you can, explain the jargon, or skip it all together.

Remember: this isn’t a full report

Your executive summary is just that—a summary. If you find yourself getting into the details of specific tasks, due dates, and attachments, try taking a step back and asking yourself if that information really belongs in your executive summary. Some details are important—you want your summary to be actionable and engaging. But keep in mind that the wealth of information in your project will be captured in your  work management tool , not your executive summary.

Make sure the summary can stand alone

You know this project inside and out, but your stakeholders won’t. Once you’ve written your executive summary, take a second look to make sure the summary can stand on its own. Is there any context your stakeholders need in order to understand the summary? If so, weave it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a living document, and if you miss a typo you can always go back in and fix it. But it never hurts to proofread or send to a colleague for a fresh set of eyes.

In summary: an executive summary is a must-have

Executive summaries are a great way to get everyone up to date and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why it matters, an executive summary is the perfect way to give them the information they need.

For more tips about how to connect high-level strategy and plans to daily execution, read our article about strategic planning .

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