264 Planning and Forecasting
The key to beginning the story model is capturing the reader ’s attention.
The tagline is the foundation, but in writing the plan you want to create a num-
ber of visual catch points. Too many business plans are dense, text-laden mani-
festos. Only the most diligent reader will wade through all that text to find the
nuggets of value. Help the reader by highlighting different key points through-
out the plan. How do you create these catch points? Some effective techniques
include extensive use of headings and subheadings, strategically placed bullet-
point lists, diagrams, charts, and the use of sidebars.^2 The point is to make the
document not only content rich but visually attractive.
Now, let’s take a look at the major sections of the plan (see Exhibit 9.2).
Keep in mind that although there are some different variations, most plans
have these components. It is important to keep your plan as close to this format
as possible because many stakeholders are used to the format and it facilitates
EXHIBIT 9.2 Business plan outline.
I. Cover
II. Title Page
III. Executive Summary
a. Hook—potential size of
opportunity
b. Business Concept—company and
products
c. Industry Overview
d. Target Market
e. Competitive Advantage
f. Business Model
g. Team
h. Offering
IV. Industry, Customer, and Competitor
Analysis
a. Industry
i. Overview—Market Demand,
Market Size and Structure,
and Margin Analysis
ii. Trends
iii. Market Space or Segment you
will compete in
b. Customer Analysis
c. Competitor Analysis
V. Company and Product Description
a. Company Description
b. Product Description
c. Competitive Advantage
d. Entry Strategy
e. Growth Strategy
VI. Marketing Plan
a. Target Market Strategy
b. Product /Ser v ice Strateg y
c. Pricing Strategyd. Distribution Strategy
e.Advertising and Promotion Strategy
f. Sales Strategy
g. Sales and Marketing Forecasts
VII. Operations Plan
a. Operations Strategy
b. Scope of Operations
c. Ongoing Operations
V III. Development Plan
a. Development Strategy
b. Development Timeline
IX. Team
a. Team Bios and Roles
b. Advisory Boards, Board of
Directors, Strategic Partners,
External Members
c. Compensation and Ownership
X. Critical Risks
a. Market Interest and Growth
Potential
b. Competitor Actions and Retaliation
c. Time and Cost of Development
d. Operating Expenses
e. Availability and Timing of
Financing
f. Other Risks
XI. Offering
XII. Financial Plan
a. Description of Financial
Assumptions
b. Income Statement
c. Cash Flow Statement
d. Balance Sheet
XIII. Appendices