Business Plan Outline
Non-disclosure
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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5.3.1 Internet Web Site

Explanation

It is very important in today’s market to have a presence on the Internet. Some sites actually allow the viewer to purchase products or services directly while others act only to supply information and promote products or services. If you plan to have a web site, describe the objectives for the content. While it is not essential that you document the implementation and support considerations for your site in the plan it is critical that you understand them if you are planning on presenting your plan to a venture capitalist.

Factors to consider:
Domain name simplicity and relevance to the product/service
A description of your web site content
How you will get registered with the search engines?
What key word search criteria you want to locate your site?
Links with other web sites
Will you provide e-commerce capability?
Integration concerns between Internet sales and field/direct sales
Understand the relationship between web site access and revenue
How you plan to keep web site information current
Requirements for and ability to support web site customers
Will site content and projected traffic attract advertisers?
Your ability to insure security for viewers

Sample from CitiLoc, Inc.

Our web site will be professionally constructed with respect to presentation, content, navigation, security and usability across browsers. The business customer will immediately feel comfortable with the interface, because it will be customized to his or her needs. All of the customer's analysis will be stored in a secure entry in the data base and will be instantly available for as long as the business is a customer.