<<COMPANY LOGO>>

<<COMPANY NAME>>
BUSINESS PLAN

<<Prepared by Student Number

:__________________>>

<<Date>>
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Table of Contents
Page

Confidentiality Agreement i

1) Executive Summary 1

2) Company Description 2

3) Market Analysis 3

4) Competitive Analysis 4

5) Marketing and Communications Strategy 5-6

6) Staffing and Operations 7-8

7) Financial Projections and Key Assumptions 9-10

Appendices 11

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Confidentiality Agreement
The undersigned reader acknowledges that the information provided in this
business plan is confidential; therefore, the reader agrees not to disclose it
without the express written permission of <<Company/Promoter>>.

It is acknowledged by the reader that information to be furnished in this business

plan is in all respects confidential in nature, other than information that is in the
public domain through other means, and that any disclosure or use of this
confidential information by the reader may cause serious harm or damage to
<<Company>>.

Upon request, this document is to be immediately returned to

<<Company/Promoter>>.

_____________________________
Signature

_____________________________
Name (printed)

_____________________________
Date

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1. Executive Summary

<< Introduce your business here, and the reason you are now preparing this
Business Plan.

This section should not be completed until the business plan is written. It will
highlight all milestones in the company’s development over the next five years. It
should sum up the following areas:

 Purpose of the plan

 Product or service and its advantages
 Market opportunity
 Management team
 Track record, if any
 Financial projections
 Funding requirements

Financial projections should be summarised and highlighted. The following format

is suggested as a guide:

Year 1 Year 2 Year 3

Sales

Expenses

Net Profit after Tax

Market Share %

Employment

 Remember that potential investors often make a provisional judgement based

on the executive summary, and that their decision to read the main body of
the business plan will depend on the information presented here. The
appendices at the back of the plan contain more detailed information to
support the main text of the business plan.

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2. Company Description

2.1 Products/Service

Explain clearly what your product or service is and what it does such as -

 Location just a very brief mention (1 sentence) so that the reader can put
your business in context. (location will be covered in a lot more detail in
the People & Operations section)
 Key elements of your product/service.
 Advantages to customer

2.2 Mission & Objectives

Provide:
 A concise mission statement who we are what we stand for what
our stragetic direction is
 State the specific milestones (3 or 4) to be achieved by the company over
the next three (3) years (sales, employment, products/services, market
share, etc).
Open the business become sustainable
Achieve breakeven within the first two years
Increase brand awareness become the number one provider of this
offering in the strategic location

The following are the fundamental objective to be achieved

2.3 Critical Success Factors (CSF’s)

What are the 3 or 4 Critical Success Factors that must happen in order for the
business to get started, that is in the next 6-12 months? Such as: obtain a loan
from the bank, find the correct location, hire the correct KEY employees, find the
correct KEY suppliers, etc.

Capital (where how and how much)

Human resource

Location, suppliers, distributers marketing

2.4 Unique Selling Proposition (USP)

What is your USP? Describe in brief, what it is. What is unique about your
products and/or services in relation to your rivals? This should allow you to
obtain a lasting competitive advantage against your rivals.

Quality, cost, speed, flexibility, reliable

(At least one stand out crowd from)

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2.5 SWOT Analysis

Analyse the strengths and weaknesses of the business and product or service, the
opportunities that exist in the marketplace, and the threats to the viability of the
project. This is best done in a matrix diagram as follows:

Strengths Weaknesses
 
 
Opportunities Threats
  Red ocean market
  Blue oceon

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3. Market Analysis

How big the market is that you are in indutrry reports, fallte
Ireland, bord bia,enterprise Ireland ,isme dj
Is it growing or declining
Market share percentage
Statcicial based
Identified gup in the market place that you are going to target
<< You must show that you have done the market research to justify the
projections made in your business plan. It must demonstrate that there is a viable
market and that you can beat the competition in the market for sales. >>

3.1 Research Methods Overview

<< Provide an account of the various Research Methods that have been
employed. For instance, surveys, interviews or observational research. Outline the
methods of data collection and assess the contribution and also possible
limitations of the methods employed. Graphs or a transcription of interviews can
be attached as an appendix >>.

3.2 Industry Overview

<< Analyse what is happening in the industry sector:

 Recent changes and Future predictions

 Key External Environmental factors such as demographic changes, societal
attitudes, economic and legislative factors
 Implications for your product or service. What are your plans to meet
future demand and changes? >>

Total Market Valuation

<< Show the total potential value of the market for this type of product or service
>>

3.3 Target Market

<< The market to which you are planning to sell the product or service. Analyse
the segments of this market as follows:

 Who is your target market(s)? What type of Market Segmentation will your
business adopt?
 What is the size of each market segment? Assess the growth prospects
within each segment?
 Characteristics of potential customers/clients in each segment >>

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4. Competitive Analysis

4.1 Key Competitors

<<Analysis of your competitors in the market:

 What are the key competing products and services?

 Profile of key players (company size, turnover, profitability etc) and their
market share. This can be completed using a table.
 Advantages and disadvantages of the competitors’ offerings
 Threat of Substitute goods or services >>

4.2 Competitive Advantage

<< Bearing in mind the preceding section conduct an assessment of why

potential customers will choose to buy your product in place of those profiled
above.

Advantages may include:

 Unique features
 Service or Product Quality
 Price
 Access to a unique supplier
 New technologies or systems

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5. Marketing and Communications Strategy

<< This section sets out your strategies for reaching your target market, arousing
their interest in your product or service, and actually delivering the product or
service to them in sales. The points listed below within each sub-section can vary
considerably from business to business, please adapt to suit your particular
business. >>

5.1 Marketing Strategy

Initially

<< Describe concisely your overall marketing strategy for your product/service.

Examine the various levels of your product/service. Examine the Core, actual and
augmented levels of a product/service.

How you will position your product or service in the market and differentiate it
from its competitors:

5.2 Pricing

<< Identify the pricing strategy that your business will adopt for your key target
market(s). For instance, cost plus or premium pricing. Justify your choice. >>

It is recommended to include a table to compare your target market prices

along with those of your major competitors.

5.3 Sales Forecast

<< Discuss your sales forecast which will provide the basis for the sales and cash
flow figures in your financial projections. These must be based on realistic
assessments. Discussion includes aspects such as:
 Number of transactions per day
 Average customer spend or average deal size (if B2B)
 Sales per month (account for seasonal variations)
 Length of sales cycle,
 Recurring revenues e.g. subscriptions etc.
 Cash and Credit Sales (if relevant)>>

5.4 Sales Strategy

<< How you will sell your product or service to the target market.

 Directly
 Retail
 Distributor
 Agent
 Sales representatives
 Website or Third Parties

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Analyse for each chosen method: the costs involved, whether it will reach the
intended market efficiently, the control you would retain over the pricing and
positioning, the logistics, and the overall integration with your marketing strategy.
State the advantages of the methods you have chosen to sell your product or
service. >>

5.5 Communications Strategy

<< How you will promote your product or service in the marketplace and
communicate with your customers. What key promotional tools will you adopt?
e.g.

Traditional Promotional Methods:

For example:
 Advertising – where, when, how, to whom. If you are not going to advertise,
please justify your reasons.
 Public relations
 Direct marketing
 Exhibitions etc.
 Word of mouth

Internet and Social Media Marketing

What key forms of Internet and Social Media Marketing will you utilise? Be as
creative as possible keeping in mind that costs should aim to be minimized for
start ups.

Identify what you want to achieve from your Social Media Marketing strategy
and identify the Key Performance Indicators (KPIs) to ensure that your strategy
is on course.

A sample template of Social media KPIs may include: (please adapt as you see
fit):

 Engagement

 Reach

 Leads

 Conversions

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You need to fully cost each marketing communication method and you should
have a summary table at the end of this section. For instance:

Costs Year 1 Costs Year 2 Costs Year 3

Advertising

Public Relations

Direct marketing

Exhibitions

Internet and
Social Media
Marketing

Total Marketing
Costs

6. Staffing and Operations

<< This is where you will outline the intended structure of the company in terms
of management, number of employees, and the physical operational
requirements to produce or supply the product or service. These vary greatly from
business to business, please adapt to suit your particular business >>

6.1 Organisational Chart

<< Include a short diagram of the way in which the management of the new
venture will be organized outlining the various Functional responsibilities, who is
charged with responsibility for the key functions of the company e.g. Marketing,
I.T, Operations, Finance etc. Please provide a short description to accompany the
chart.

You and your business partners (if you have any) may or may not take charge of a
number if not all of these during the start-up stage. Certain functions however
may be outsourced e.g. Housekeeping/Cleaning, H.R or even I.T.

6.2 Staffing

<< Please explain the skills that you and your management team bring to the
business – as well as any possible weaknesses in terms of expertise

• Does the product/service require skilled people?

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• What will be the mix of Full-time and part-time staff? Perhaps you will
utilise self-employed workers (freelancers – widely available on the internet
e.g. in the areas of I.T or Marketing), or else perhaps utilise agency staff for
certain roles e.g. receptionists, administration etc.
• What are the appropriate salaries for management staff (management
staff are usually paid an annual salary – or perhaps you or your business
partners will be the sole manager(s)). What will be the hourly pay for your
staff?
• Students will need to include a staff roster within this section

6.3 Operations

<< State the physical requirements of the business and provide a very brief
comment on each expense. These could include how this expense will be set to
rise or fall from year 1 to years 2 and 3. The list below is not exhaustive, please
adapt to suit your particular business

 Premises (be creative if possible – perhaps a permanent office is not

required at the early stage). Include Rent and Rates of any premises
leased.
 Opening hours of the business
 Equipment
 Licenses (if required)
 Production facilities (if relevant)
 I.T Infrastructure (perhaps consider outsourcing)
 Telecommunications
 Insurance
 Trade Mark/Patents
 Miscellaneous e.g. Light and Heat, Postage etc.
 Suppliers >>

Costs involved – please include a summary chart

Costs Year 1 Costs Year 2 Costs Year 3

Salaries

Wages

Premises

Equipment

Licenses

etc.

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7. Financial Projections and Key Assumptions

7.1 Sources of Funding

Provide an explanation of:

• What is the total amount of funds needed by your business?
• Sources of Funding? Bank Loans, Investors/Business Angles, Crowdfunding
etc? (For Crowdfunding provide a brief account as to how this would be
implemented e.g. using a tier system for funders)
No private sources of funding are to be used.
• What will these funds be used for? This should match exactly what is in
your spreadsheets e.g. Cash Flow and Income Statement.

7.2 Start-up Costs

Put forward the main start-up costs that are needed to launch this new venture.
Account for the following:
 Depreciable vs Non-Depreciable assets
 Depreciation rate: 20% Straight line
 Additions in Years 2 and 3. Please account for additional expenditure on
items such as equipment, premises etc. in these years (if relevant)

7.3 Loan Repayment/Dividends:

 Briefly discuss the Loan Repayment schedule

 No unnecessary delays in repayment – interest rate
 Dividends to investors/funders– how frequently are these to be paid?

7.4 Cash Flow

Cash Flow is one the most important factors for any new business – it is essential
that you clearly understand how your business is generating cash.

This section is about discussing your financials, you do not have to cut and paste
the excel spreadsheet here. Please discuss all 3 years on a month by month
basis. Use the dates 01/01/2018 to 31/12/2018 for the accounting period for year
1.

Your discussion will include a statement of key assumptions, including aspects

such as:
 Paying off any business loans –if paying off early, please outline
reasoning, bearing in mind the need for liquidity
 Maintenance of appropriate cash reserve – 1-2 months’ cash payments
 Receipts timetable – Receivables (Debtors). What are the terms of
credit?
 Payments to Suppliers timetable – What are the terms of credit for
Payables (Creditors)?

 Payments for Overheads (Expenses) timetable. Is this monthly, bi-

monthly or annually?
 Start-Up Costs in Year 1 only

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 No sales in Month 1

A Cash Flow Statement will be provided in the appendices.

7.5 Income Statement (Profit & Loss)

A Profit and Loss account for the three years is required. Provide a short
analysis of the situation in terms of profit and loss for each of the three years.
An Income Statement will be provided in the appendices.

 Cost of Sales. Please explain how this figure is calculated

 Tax. No tax to be paid on losses
 Tax on Profits to be paid in the following year
 All figures are inclusive of Value Added Tax (VAT)

Appendices

Cash Flow

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<< Attach here a monthly Cash Flow prediction for the first three years of the
company’s operations. >>

Income Statement

<< Attach here projected Income Statement for the first three years of the
company’s operations. >>

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