Business Plan Outline

Kent Chamber Business Resource

Business Plan Outline

A strong business plan turns an idea into a roadmap. Use this outline to organize your strategy, understand your market, plan your finances and communicate where your business is headed.

Start Your Business Plan Business Plan Guide

Build the Roadmap for Your Business

Whether you are launching a new business, preparing for growth or seeking financing, your business plan should clearly explain what you do, who you serve, how you compete and how the business will make money.

1

Clarify Your Direction

Define your goals, priorities and the strategy you will use to move the business forward.

2

Make Better Decisions

Understand your customers, competition, expenses and opportunities before making major investments.

3

Prepare for Funding

Lenders and investors may ask for a clear explanation of your business model, financial needs and projections.

Before You Start Writing

Gather the information you need before building the full plan.

1

Define the Business

Be clear about what you sell, what problem you solve and why the business exists.

2

Know Your Customer

Identify who is most likely to purchase from you and what matters to them.

3

Research the Market

Review competitors, industry trends, pricing and market opportunities.

4

Know Your Numbers

Understand startup costs, operating expenses, pricing, revenue and cash-flow needs.

Your Business Plan Outline

Work through each section below. Your final plan should tell one clear and consistent story about the business.

Section 1

Executive Summary

The executive summary provides a high-level picture of the entire business. Although it appears first, many business owners find it easier to write this section last.

  • Business name and location
  • Mission and purpose
  • Products or services
  • Target customers
  • Competitive advantage
  • Short- and long-term goals
  • Funding needs, if applicable
  • Brief financial outlook
Section 2

Business Description

Explain what your company does and how the business operates.

  • Business concept and history
  • Legal structure
  • Business location
  • Products and services
  • Revenue model
  • Value proposition
  • Current stage of the business
  • Future growth plans
Section 3

Market Analysis

Demonstrate that you understand the people, businesses and market you plan to serve.

  • Target customer profiles
  • Market size and demand
  • Customer needs and buying habits
  • Market segments
  • Geographic service area
  • Market barriers
  • Sales opportunities
  • Pricing expectations
Section 4

Industry & Competition

Describe the larger environment in which your business will compete.

  • Industry overview
  • Industry size and growth
  • Current and emerging trends
  • Major competitors
  • Competitor strengths and weaknesses
  • Your competitive advantage
  • Potential risks or threats
  • Opportunities for growth
Section 5

Marketing & Sales Strategy

Explain how customers will discover, purchase and continue doing business with you.

  • Brand positioning
  • Pricing strategy
  • Advertising and promotion
  • Social media and digital marketing
  • Sales process
  • Distribution channels
  • Customer retention strategy
  • Marketing budget
Section 6

Operations

Describe what must happen behind the scenes for the business to deliver its product or service.

  • Facilities and workspace
  • Equipment and technology
  • Suppliers and vendors
  • Inventory needs
  • Production or service process
  • Business systems
  • Licenses and permits
  • Key operating risks
Section 7

Management & Team

Identify who will lead and operate the business today and as the organization grows.

  • Owners and key leaders
  • Roles and responsibilities
  • Relevant experience
  • Organizational structure
  • Current staffing
  • Future staffing needs
  • Advisors and professional support
  • Customer service philosophy

Section 8: Financial Plan

Your financial section should show how the business works financially — not simply how much you hope to earn. Use realistic assumptions and be prepared to explain them.

  • Startup costs
  • Monthly operating expenses
  • Pricing assumptions
  • Sales forecast
  • Cash-flow projection
  • Projected income statement
  • Balance sheet
  • Break-even analysis
  • Funding requirements
  • Sources and uses of funds

Supporting Documents

Your appendix can hold information that supports the plan without making the main document difficult to read.

  • Owner or leadership resumes
  • Business licenses
  • Contracts or agreements
  • Lease information
  • Product images or specifications
  • Market research
  • Customer surveys
  • Financial statements
  • Insurance documentation
  • Other supporting records

Business Plan Tip

Your business plan is not meant to sit on a shelf. Revisit it as your customers, finances, staffing and market conditions change.

At minimum, review your goals and financial assumptions regularly and update the plan when you make a major change to the business.

Keep Building Your Plan

Use these Kent Chamber resources to go deeper.

Writing a Business Plan

Need more guidance? Walk through the individual components of a business plan in greater detail.

View Business Plan Guide

Marketing Plan Outline

Build out the marketing strategy that supports your customers, sales goals and business growth.

View Marketing Plan Outline

Need Help Moving Your Business Forward?

The Kent Chamber is here to connect businesses with resources, information, education and relationships that can help them start, grow and navigate challenges.

Call (253) 854-1770 Contact the Chamber