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

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1.2 The Enterprise


This topic should be written after you have completed section 2 containing the detailed description of factors relevant to your enterprise. This topic should very concisely summarize that description by stating primary objectives, a short description of origin and financial achievements, key personnel and organization structure, current and projected size, facilities locations, scope of activities and plans for changes in the future.

Sample from CitiLoc, Inc.

CitiLoc, Inc. is a newly established C corporation. We are located in Austin, Texas and are presently working out of one of the principal's homes.

There are four principals who have formed CitiLoc; Mark Hanson, Jim Jones, Donald van Pelt and Jessica Lane.

Our primary objective is to establish a presence on the Internet with a data base of information about every city in the U.S. with a population over 50,000. This data base will be of so much value to any business evaluating a move to a new city that it will be orders of magnitude more cost effective than any alternative method of evaluation.

The CitiLoc service will be unique in that it will be the only service that offers a data base specifically designed to help a business evaluate and locate the most appropriate city for their expanded business. It will offer a quick and effective way to evaluate all of the cities in the U.S. with populations over 50,000 on the basis of a wide variety of criteria.

There are about 570 cities in the U.S. with a population of 50,000 or more. We expect about 90% of these cities will be willing to pay a fee to be included in our data base.

There are an estimated 200,000 businesses in the U.S. large enough to consider expanding their operation to a new city. On an annual basis 2% - 3% of those will actively consider such a move. We project that more than half of these will choose to use our services in some manner.

To initiate this business, the first year of operations will involve collecting information about the cities, populating the data base and developing the web site. This will involve 40-45 permanent and temporary personnel. Following the initial development stage, the organizational objective is to be "lean and mean". Because the business will be web based and the majority of the prospect/customer interface will be achieved electronically there will not be a need for a large organization. Starting in the second year we expect to conduct business with twenty six personnel.

We are projecting a requirement for about 6,000 square feet of space for our operation. The cost will be about $4,500 per month with a one-time finish out cost of about $10,000. Additional equipment and software require a one time, up front expense of about $80,000.