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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5.0 Marketing Strategy

Explanation

Describe your strategy for achieving your goals. Explain why this strategy will succeed.

Factors to consider:
Pricing strategy
Promotion strategy
Market shares
Type of sales force
Sales support activities
Critical dependencies
Channels of distribution
Advertising commitment
Promotional commitment
Use of outside agencies

Sample from CitiLoc, Inc.

Our objective is to be recognized as the premiere data base for evaluating the pros and cons of moving a business operation to any given city.

We expect our data base to be populated with information from over 500 U.S. cities and 50 to 100 international cities that will pay for the service. We also expect about 500 businesses to pay to use the data base in the first year growing to about 2000 businesses in the fifth year.

We will promote our service using literature, links with other relevant web pages, a strong push to gain publicity, advertising in strategic planning, financial and human resource publications and a direct mail program.

Pricing for cities to be included in the data base will range from $1,000 to $2,500 per year and for businesses to use the data base from $2,500 to $10,000 per year.

In addition to our web site being accessible through well indexed search engines, we will have an initial staff of five personnel contacting businesses on a daily basis to locate the person who would be involved in establishing a new business location. Their objective will be to get the business prospect to visit our web site.

In addition to our own efforts to promote and distribute our services, there will be a secondary distribution channel in the form of "links" to our web site from other web sites. We will actively pursue the establishment of links with sites we believe will have a viewer base that may be interested in our service.

We will provide customer support to city personnel in maintaining the integrity of the information in the data base and to business customers using the data base.