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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3.5 Size

Explanation

Using the breakdown provided in the market segmentation topic, for each segment show the past and present sizes. Then make a growth projection for each with a rationale in support of the projections. When specifying market sizes, include supporting information from sources that will be credible to an investor.

Some investors like to see numbers that represent the Total Available Market (TAM) and the Served Available Market (SAM). The TAM represents all of the buyers that could potentially use your offering while the SAM represents the number who will actually buy an offering like yours in any given time period. Your sales, represented as "market share", will be some percentage of the SAM.

Factors to consider:
Number of buyers
Number of units (yours or competitors) to be purchased by each buyer annually
$$ value of the market
Size projections over time
Special considerations that could cause projections to change

Sample from CitiLoc, Inc.

The number of cities that will be represented in our data base (based on 2008 U.S. Census bureau reports) includes:

PopulationNumber
>500,00026
250,000 - 500,00041
50,000 - 250,000505
International cities100

It is estimated that over 4,000 businesses establish a new operation or move their operation to a new city each year. We expect that the majority of these will use our data base to evaluate that move.

The following are announcements of businesses locating new facilities, taken from a January, 2008 edition of CC NEWS, a small customer support publication.

Boise Express opens second call center - Boise Express is in the process of investing $5 million to open its newest sales facility in Norman, OK.

Directory assistance opens Boston Center - Metro One Telecommunications Inc., .... has opened a new call center here.

RightNow Technologies opens Dallas center - RightNow Tech. (of Bozeman, Mont.) announced the opening of its new sales office in Dallas, TX.

Financier brings center to Knoxville - Associates Housings Finance LLC announced the opening of its new collections center in Knoxville, TN. The facility will house 250 employees.

Rockwell Electronics expands worldwide - Rockwell Electronics is opening five new offices.

EGain opens office in Australia - EGain Communications, a provider of customer communications solutions for e-commerce, is launching operations in Australia.