Table of content

Title page
1. Executive summary ……………………………………………………………………………..1
1.1. Vision ………………………………………………………………………………..1
1.2. Mission ……………………………………………………………………………..1
1.3. Keys to success ………………………………………………………………….2

2. Company summary ……………………………………………………………………………….2

2.1 Company ownership …………………………………………………………………..2

2.2. Start-up plan……………………………………………………………………………….3

2.3. Company location and facilities…………………………………………………..3

3. Product and services description……………………………………………………………..4

3.1. Competitive comparison……………………………………………………………..4

3.2. Sales literature……………………………………………………………………………..5

3.3. Sourcing and fulfillment……………………………………………………………….5

3.4. Future products and services………………………………………………………..5

4. Management and organization ………………………………………………………………..5

4.1. Organizational structure ………………………………………………………………6

4.2. Management team gap …………………………………………………………………6

4.3. Personnel plan ………………………………………………………………………………6

5. Market analysis ………………………………………………………………………………………….7

5.1. Market segmentation …………………………………………………………………..7

5.2. Target market segment strategy ……………………………………………………7

 5.2.1. Market needs …………………………………….…………………………………7

5.2.2. Market trends ………………………………………………………………………8

5.2.3. Market growth ………………………………..…………………………………..8

5.3. Industry analysis ………………………………………………………………………………8

5.3.1. Industry participants ………………..……………………………………..9

5.3.2. Main competitors ………………………………………………………….…9

6. Strategy and implementation ………………………….………………………………………….10

6.1. Competitive edge …………………………………….…………………………………….11

6.2. Marketing strategy ……………………………………….………….. ………………….11

6.2.1. Pricing strategy …………………………………….……………………… ….11

6.2.2. Promotion strategy …………………………………………………………..11

6.2.3. Marketing programs ……………………………..………………………….12

6.3. Sales strategy ………………………………………………………….……………………..12

6.3.1. Sales forecast ……………………………………………………………………13

6.3.2. Sales programs ………………………………………………………………….14

6.4. Milestones …………………………………………………………..…………………………14

7. Financial plan. …………………………………………………………………………………………15

7.1. Important assumptions ……………………………………………………………………..15

7.2. Project/business cost ……………………………………………..………………………….16

7.3. Break-even analysis ……………………………………………..……………………………17

7.4. Project profit and loss …………………………………………..……………………………17