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

4.5 Support


If you are selling a product, indicate whether the customer will expect maintenance of the product and who will provide the service. Project the Mean Time To Failure "MTTF" for the product and show a chart that projects the growth of support demand over time. If hands on repair will be required, show most probable parts requirements, cost to customer, personnel and inventory requirements. If on-site maintenance will be required, show travel and living expenses as well.

For a service you are always in a support situation. You should concentrate on how to insure that the on-going quality and content of the service is meeting your customer's needs.

Factors to consider:
Warranty commitments
Most likely part(s) to fail
How critical is offering to customer's day to day business?
Repair time requirements
Location of maintenance/service sites
Contract with an another enterprise to maintain your products
Customer's ability to maintain product
Spare parts availability
Is maintenance operation a profit center?

Sample from CitiLoc, Inc.

The information in the data base is of no use to our customers unless it is current. Therefore, a primary service objective will be to review the information on every city no less than once every six months. In addition we encourage the cities to provide us with updated information anytime a change occurs (especially personnel changes). We will back our data base up on a daily basis and, if and when necessary, rebuild the data base to eliminate any fragmentation problems.

We know that providing information to us will be far down on a city manager's priority list so we must regularly maintain contact and present a positive service image. To this end we will assign an individual the task of preparing a monthly newsletter and a set of data base statistics to send to each of the city contacts.