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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3.4 Segmentation

Explanation

Describe the distribution and characteristics of the various prospect segments. Segments may have descriptions like government versus commercial or homeowners versus large businesses. Market distribution might be described as local versus international or urban versus rural. Characteristics include factors such as profitability, growth rates, knowledge of your industry, whether they are past customers, etc. You should be exhaustive in these descriptions whether or not you intend to address all of the segments.

This is a critical factor in your marketing strategy, so close attention should be given to insuring accurate and detailed descriptions.

Factors to consider:
Geographic locations
Concentrations of prospects
Accessibility
Segments that require different marketing strategies
Purchasing power by segment
Numbers by segment
Segments with past customers
Segments with greatest need for the offering
Segments with shortest purchase decision cycle
Segments more willing to take risks to use a new concept
Segments impacted by external factors such as unions or buyer protection groups

Sample from CitiLoc, Inc.

The content of our data base consists of information about cities. We will start the process of populating the data base by gathering information for cities having a population of 500,000 or more. The next stage will be cities between 250,000 and 500,000 population. Finally we will add cities with populations between 50,000 and 250,000.

We realize there are a number of international cities where a business may wish to locate a part of their operation. After completing the U.S. portion of the data base we will include selected cities from around the world.

Each of these cities will be approached with a request to provide information to be included in the data base at no charge for the first year. At the end of that year, if they find the inclusion of their information to be of value, they will be asked to pay an annual "exposure fee". We expect that over 90% of the cities will be willing to pay the fee.

The other market segment will be the businesses wanting to gather information about potential sites for an expanded operation. These are usually well established businesses in high growth industries that have outgrown their current facilities or for strategic reasons wish to establish multiple operating sites.