EXECUTIVE SUMMARY• Describe in simple terms what your company does.• Describe a current problem or need that exists in themarket.• What is your company’s competitive advantage thatallows it solve that problem?• What is the current status of the company, and what has itdone and what will it accomplish.More from IncWell’s
COMPANY PROFILE• Provide a simple description of the business.• Consider this the “About Us” section of your business plan• What is your company’s mission statement, its visionstatement, etc.• What is the company’s goals and objectives.• How do these relate to the mission statement and theproblem or need you are trying to address?
MARKETPLACE• What is the primary market your company will be workingin.• What is the current state of this market?• Size• Growth• Trends• What problem will you be addressing in this market.• Who is the target customer in this market?• Provide details about these target customers.• Consumer or Business?• Will they be purchasing retail or whole sale?• What are their purchasing habits?
COMPETITIVEANALYSIS• What is the current environment of the market.• Who are the market participants?• How many buyers and sellers are there.• What is the pattern of sales?• What is the nature of competition in this industry.• Who are the market leaders?• How difficult is it to enter the market?• Will there be high switching costs?• Who are your primary competitors?• How will you differentiate yourself from your competitors?
STRATEGY/VALUEPROPOSITION• What is your businesses strategy?• How will you add value for your customers?• Why should the customer buy your product over acompetitors?• What are your key competitive capabilities, and how dothey relate to your customers?• What will you compete on?• Price• Quality• Customization• What are your weaknesses?• Knowing your weakness allows you better address them.
BUSINESS MODEL• How will your company make money?• What will be your sources of revenue?• What other costs will be associated with your business?• What will be your cost of sales?• What will be your operating costs?• How will you finance your business?• Debt vs. outside investment
PRODUCTS/SERVICES• Describe the products/services you will be selling?• What are these products/services attributes?• If it is a technical product explain in further detail how it willwork.• Are there similar products on the market?• What Intellectual Property is tied to these products?• What is the status of the I/P• What products/services does your company plan to offerin the future?• What is the timeline of future products?• Is further capital necessary?
MARKETING• What will your overall sales strategy be?• Direct sales, licensing agreements, e-commerce?• What forms of advertising and promotion will be used?• Social media, trade publications, online advertising• What is the geographic location for this market?• What is the pricing strategy?• Does this pricing make sense considering your targetmarket?• How do you plan on manage your ongoing and futurecustomer relationships?• Who are/will be your suppliers?
MANAGEMENT TEAM• Who is the current management team?• Who is the CEO,CFO, CTO, CMO.• Include a very basic background, including relevant educationand experience.• What are the current roles and responsibilities of themanagement team?• What are their day to day responsibilities?• What particular skills and experience does yourmanagement team possess that gives them a uniqueadvantage?
FINANCIALS• Key Financial Statement Projections• Income Statement• Balance Sheet• Statement of Stockholders Equity• Growth Assumptions• What will be the growth of your Users/customers• Breakdown of revenue sources• What % of revenue comes from each source• Capital Requested• What capital is being requested for what % of equity• List previous investment rounds and capital raised• Exit Strategy• Timeframe and Valuation