Business Plan Outline
1.0 Executive Summary
   1.1 Mission Statement
   1.2 The Enterprise
   1.3 Key Personnel
   1.4 The Market
   1.5 The Offering
   1.6 Marketing Strategy
   1.7 Competition
   1.8 Projections
   1.9 Resource Requirements
   1.10 Key Issues
2.0 The Enterprise
   2.1 Objectives
   2.2 History
   2.3 Organization
     2.3.1 Key Personnel
     2.3.2 Personnel Count
   2.4 Operations
   2.5 The Future
3.0 The Market
   3.1 Market Segments
   3.2 Prospects
   3.3 Prospect Objectives
   3.4 Segmentation
   3.5 Size
   3.6 Environment
   3.7 Alternatives
4.0 The Offering
   4.1 Description
   4.2 Market Status
   4.3 Value
   4.4 Cost to Produce
   4.5 Support
5.0 Marketing Strategy
   5.1 Targets
   5.2 Image
   5.3 Promotion
     5.3.1 Internet Web Site
     5.3.2 Publicity
     5.3.3 Advertising
   5.4 Pricing
   5.5 Sales
   5.6 Distribution
   5.7 Logistics
   5.8 Support
6.0 Competitive Analysis
7.0 Development Program
   7.1 Objectives
   7.2 Organization
   7.3 Market Status
   7.4 Schedules
   7.5 Technology
8.0 Operations / Production
   8.1 Organization
   8.2 Suppliers
   8.3 Sub-contractors
   8.4 Technology
   8.5 Quality
   8.6 Inventory
9.0 Investment Capital
   9.1 Initial Funding
   9.2 Use of Funds
   9.3 Return on Investment
10.0 Historical Financials
   10.1 Income Statement
   10.2 Balance Sheet
   10.3 Cash Flow
11.0 Financial Projections
   11.1 Year One Income Statement
   11.2 Year Two Income Statement
   11.3 Five Year Income Statement
   11.4 Year One Cash Flow
   11.5 Year Two Cash Flow
   11.6 Five Year Cash Flow
   11.7 Balance Sheet
12.0 Financial Alternatives
   12.1 Best Case
   12.2 Worst Case
13.0 Financial Addendums
   13.1 Assumptions
   13.2 Ratios
   13.3 Income Statement Comparison
   13.4 Balance Sheet Comparison

   Business Plan Charts

5.3.3 Advertising


Advertising can take many forms, from calendars to coffee mugs to billboards to magazine ads to radio and TV spots. In most cases advertising is expensive, so you should plan carefully, making sure that the advertising is well focused on your target markets with a high exposure per dollar invested.

Describe each form of advertising planned, specifying the market it is aimed at, the form it will take, what it will cost and the expected return.

Factors to consider:
Article reprints
Competitive comparisons
Feature explanations
Benefits explanations
Concepts education
Advertising thrust:
Corporate image
Product/service family
Product/service features
Competitive comparisons
Trade journals
User letters
Trade shows
Direct mail
Card decks
Media focus on your market segment
Cost to expose each prospect to your message

Sample from CitiLoc, Inc.

We will judiciously use advertising to promote our service. There are a few key publications that we believe will reach the right management personnel in businesses that might use our service. These include Harvard Business Review, CEO, Red Herring, two or three financial and accounting publications, The Wall Street Journal, The Christian Science Monitor and some major city newspapers. Beginning in the eleventh or twelfth month we will begin placing ads in these publications.

Beginning in the first month of year two we will begin a direct mail campaign directed at CEO's, COO's and CFO's in high growth industries. The mailings will be followed up with a phone contact and where available an email contact.

We will also pay major Internet search engines such as Yahoo and Google to display our ad whenever specific search criteria is used.