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

5.5 Sales


Whether you are offering a product or a service you have to convince the prospect to buy it. This requires a sales organization in some form. Describe your sales organization with respect to structure, personnel, experience, size and location. Show how this relates to your target markets. Explain how the sales personnel will sell the product or service and how they will be compensated.

Factors to consider:
Sales method:
     Full service retail
     Self service retail
     Mail order
     Field sales force for on-site sales
Management experience
Current sales personnel
Sales personnel recruiting
Motivation techniques
Education of sales personnel
Technical support for sales
Demonstrations of offering
Sales offices
Generation of leads
Ability to contact prospects

Sample from CitiLoc, Inc.

Selling an Internet service is not much different than selling any other service. However, we have an edge over traditional services. Prospects can find us more easily by searching the Internet. (The key here is to insure that the search engines have our site indexed in a way that will position us in the top one or two pages of the search results.)

However, we can't depend on that alone. 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. When that person is reached, our personnel will explain the basic features of our service and how they can get more information by looking at our web site. A primary objective will be to get their email address so we can follow up the call with an e-mail that will link them directly to our web site.

As can be determined from the above, a very critical part of the sales process is the content of our web page. It will be designed to educate the prospect, lead them through a decision process and then propose a closure. The prospect can make a commitment "on the spot" using the e-commerce capabilities. They can pay using a credit card, enter a purchase order number and a phone number for verification or request that a representative contact them.

If they pay with a credit card, the card will be verified and an access code will be provided to the new customer. If they provide a purchase order number or request to be contacted, our personnel will receive the information within seconds after the e-commerce transaction. Their response will be to take whatever steps are necessary to close the sale.