Marketing Plan
Marketing Plan
Cover: Name of business, name of principal(s), address, phone number and date.
TABLE OF CONTENTS
EXECUTIVE SUMMARY
STATEMENT OF PURPOSE
DESCRIPTION OF BUSINESS
PRODUCTS OR SERVICES
HISTORY OF ORGANIZATION OR INDUSTRY
MARKET
Target Market & Customer Description
Geographic Location and Potential
Product Acceptance
Competition and Pricing
Sales and Advertising Strategy
LOCATION, FACILITIES AND OPERATIONS
Site Analysis
Buildings and Equipment
Process Description and Analysis (Primarily Manufacturing)
Suppliers
Inventory Requirements
STAFFING AND MANAGEMENT
Availability of Workers
Training Requirements
Management
Duties and Functions of Employees (General details of your experience/training; job descriptions of other employees. Attach managers/owners resumes, if appropriate.)
Outside Assistance (Consultants, Accountants, Attorneys)
FINANCIAL ANALYSIS
Sources and Uses of Funds Statement
Income Statements and Detailed Assumptions
Balance Sheet and Pro Forma (future projections) Assumptions
Cash Flow Statements and Pro Forma (future projection) Assumptions
APPENDICES
List of Collateral and Its Value
Three Years of Historical Financial Statements
Personal Resumes and Financial Statements of Principals
Letters of Reference, Intent, etc.
Copies of Leases, Contracts, Articles of Incorporation, etc.
Copies of Permits, Licenses, Patents
STATEMENT OF PURPOSE
What is the purpose of the business plan?
To develop the objectives of the company and owner(s)
To provide an operating guide
To provide a financial guide
What are you asking for?
Equity, Debt, Joint Venture
How will the funds be used?
How does the loan get repaid or the investor gets out?
DESCRIPTION OF THE BUSINESS
What is the status of the business: start-up, expansion of a going concern, or a takeover of an existing business?
What is the business structure: sole proprietorship, partnership, LLC, corporation, or Sub Chapter S Corporation?
When will (did) operations begin?
What is the type of business: Is it primarily merchandising, manufacturing, or service?
Why is your business going to be profitable?
PRODUCTS OR SERVICES
What is the nature of the product(s) or service(s)?
Give a tangible description of the offering(s).
What are the benefits offered to the customer from the products or services?
How will it be made/produced/provided or sold?
HISTORY OF ORGANIZATION/INDUSTRY
For a new business only:
Why will you be successful in this business?
What