This document contains a business plan workbook for developing a business plan and feasibility study report. It includes sections for an executive summary, company background, marketing plan, production/operations plan, organizational/personnel plan, business model canvas, business risk mitigation, SWOT analysis, and financial plan. The purpose is to provide a framework and guidance for entrepreneurs to develop a comprehensive business plan that covers all essential aspects of planning a new business venture.

1. DAYSTAR BUSINESS ACADEMY
DBA
BUSINESS PLAN
AND
FEASIBILITY STUDY REPORT
WORKBOOK
FOR
BUSINESSES
State business name ……………………………………
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2. Prepared by:
Your Name ……………………………………………………………………………
Business Address ……………………………………………… ………………….
City, State ………………………………………………………………………………
Telephone ……………………………………………………………………………..
Email ………………………………………………………………………………………
Website: ...................................................................................
Project Consultant ………………………………………………………………….
Commissioned By …………………………………………………………………..
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3. Page 3

4. TABLE OF CONTENTS
EXECUTIVE SUMMARY
1.0 COMPANY BACKGROUND
1.1 Description of the Business
1.2 Vision & Mission Statement
1.3 Business Objectives
1.4 Value Proposition
1.5 Critical Success Factor
1.6 Current Status of Business
1.7 Potential Challenges in the Business Industry
2.0 MARKETING PLAN
2.1 Description of Products & Services
2.2 Product or Service Delivery Strategy / Packaging
2.3 The Opportunity
2.4 Target Profile
2.5 Competition
Table: Competitive Analysis
2.6 Pricing Strategy
2.7 Marketing & Promotion Strategy
2.8 Distribution
2.9 Sales Method
3.0 PRODUCTION / OPERATIONAL PLAN
3.1 Description of the Location / Factory
3.2 Raw materials / Consumables needed
3.3 Production Process / Techniques
3.4 Legal Environment
3.5 Labour
4.0 ORGANIZATIONAL & PERSONNEL PLAN
4.1 Ownership of the Business
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5. 4.2 Profile of the Entrepreneur
4.3 Key Management Staff / Support Personnel
4.4 Summary of Salary Schedule
4.5 Organogram / Organizational Structure
5.0 BUSINESS MODEL CANVASS (BMC)
6.0 BUSINESS RISK & MITIGATION
6.1 SWOT Analysis
7.0 FINANCIAL PLAN (FIND ATTACHED EXCEL SHEET)
7.1 Financial Assumptions
Executive Summary
The purpose of an executive summary is to provide a quick and concise overview of the business (in
one or two pages). Although this section appears first, it should be written last.
The plan summary should highlight key elements of the entire business plan, including:
- Objectives of the business (Mission Statement)
- Your products or services, with emphasis on distinguishing features and the market needs
they will meet
- Your estimate of market potential and assessment of the competition
- Your management team's experience and talent
- How the products will be made or the services performed
- Projected financial results
- How much money is needed, and what will be done with it
- The anticipated return on investment
Be brief, concise, simple and to the point with each response. Make it enthusiastic, professional,
complete, and concise. Share your business passion with them!
Help Questions
• Explain the fundamentals of the proposed business: (How did you come about your business
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6. proposition/idea?)
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• What will your product/service be?
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For example if you are into table water manufacture/sales, you can state that your product will be water
bottled neatly and hygienically for immediate consumption.
• Who are your target customers?
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Your target customers could be those in a business class or income category for example a car manufacturer
will target individuals and groups in the middle class and upper class and companies with strong brands like
banks, telecoms, large partnerships like law firms, accounting firms, etc
• Who is/are the owner(s) of the business?
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• What do you think the future holds for your business and your industry?
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• State the total investment needed (startup); ………………………………………………………
• What is your equity (personal Funds/contribution to the business),
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• If any, what is the loan required and repayment plan as well as the moratorium period (ie.
grace period when there is no repayment on loan)?
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• What is the income that your activity will generate (gross profit, net profit)?
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7. ……………………………………………………………………………………..….
If applying for a loan, state clearly how much you want, precisely how you are going to use it,
and how the money will make your business more profitable, thereby ensuring repayment.
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8. 1.0 COMPANY BACKGROUND
1.1 Description of the business
(Give a short introduction of your business in the space provided below including (Name of business,
location and what you will do, to whom)
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1.2 Vision and Mission Statement
• Vision
State a clear and achievable vision, what do you want your business to be or become? What will you want
your business to be known for in the near future?
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• Mission statement
Mission statement help clarify what business you are in, your goals and your objectives, the core purpose
of your business (the reason of being and guiding principle)
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1.3 Business Objective
Define your main objectives, what do you want to achieve within a specific period of time, your objectives
should be smart, you can focus your objectives on the growth of sales volume, the profit, compensation of
your effects, personal growth etc.
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1.4 Value Proposition.
What are the unique/special features of your business or product and service offering? What are you
bringing that is new or different? Eg. Faster, better, Cheaper,
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9. 1.5 Critical Success Factor of the Business
Describe the most important business strengths and core competencies, what factors will make the business
succeed E.g. Location, Price, Packaging, Hygiene, Endorsement, Experience, Distribution network
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1.6 Current Status of Business
Give a complete history of your business, how far you have gone, how long you have been in the business,
your past performances etc. E.g. Is it at Idea stage, Start-up, existing or expanding business
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1.7 Potential Challenges in the Business Industry
Describe the most important challenges that the business will/might face. How will you address the
challenges? (Change in government policies, Climatic changes, consumer taste, Technology etc.)
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11. 2.0 MARKETING PLAN
2.1 Description of Product(s) or Service(s):
Describe your products or services (technical specification). Mention the most important features. What is
special about it? List the benefits. That is, what will the product/ service do for the customer?
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2.2 Product or Service Delivery Strategy/Packaging
Describe how your product or service will be packaged and branded to deliver to the consumer. Describe
how your product or service will be presented to your customer (Final output) E.g Coca Cola comes in PET,
bottle or Can. E.g. Software comes in different versions E.g. Online Downloadable or Packed it CD,
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2.3 The Opportunity
Describe the opportunity and the need that you want to address (Opportunities are best explained using
statement of problems backed with data E.g: Describe the need you saw that lead to you starting this
business)
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2.4 Target Market
State your target customers with reference to their characteristics, geographic locations, otherwise known
as demographics. Give an estimation of the total market size and your target market size.
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2.5 Competition
List your major competitors and define your niche.
Use the competitive analysis table (table 1) to compare your business to the competition. Be honest with
yourself. The purpose is to help identify areas where you have competitive advantage as well as areas for
potential improvement. (Fill Real Competitors under competitors A, B and C)
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12. Table: Competitive Analysis
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Factors My Business Competitor A Competitor B Competitor C Impact on buying decisions
Product Lines 1.
2.
3.
4.
1.
2.
3.
4.
1.
2.
3.
4.
1.
2.
3.
4.
Price
Quality
Packaging
Location
Services
Machinery / Tools
Capital
Expertise
Company Reputation
or Goodwill
Sales Method
Credit Policies
Advertising
Image / Perception
Reach / Coverage
Others

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14. 2.6 Pricing Strategy
Explain your method(s) of setting prices. Include list if possible. (E.g Price penetration, price skimming)
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2.7 Marketing and Promotion Strategy
How will you get the word out to customers? Advertising: what media, why, and how often? Why this mix
and not some other? (E.g prints, social media, online, incentives & discounts, etc.)
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2.8 Distribution
How will the product get to your end user?
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2.9 Sales Method
Describe how you will sell your products and services: retail, direct sales, wholesale, your own sales force,
agents, discount, credit policy, after sales service etc.
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15. 3.0 PRODUCTION/OPERATIONAL PLAN
3.1 Description of the Location/Factory
What requirements do you need in a location? Describe your preferred location.
Physical amenities: amount of space, type of building, power and other utilities, access & road network, etc
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3.2 Raw Materials/Consumables Needed
List and describe all the raw materials or consumables needed for the operation. Identify and describe your
key suppliers or source of your supply
S/N Raw Materials Quantity Key Suppliers Source
3.3 Production Process/Techniques
Describe the steps and processes involved in the production/operation, use diagram/flow chart on a
separate sheet if necessary. Reorder level, etc.
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3.4 Legal Environment
Describe the legal/regulatory requirements for your business (E.g. CAC, TIN, licensing, permits, HMO,
pension, HSE, insurance coverage, trademarks, copyrights, patents, endorsements, etc.)
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3.5 Labour
Describe the type of labour (skilled, unskilled and professional) you will need, the working environment,
time etc.
S/N Designation Type Quantity Remarks
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16. 4.0 ORGANIZATIONAL & PERSONNEL PLAN
4.1 Ownership of the Business
Sole proprietorship ( ), Partnership ( ), Corporation ( ), Limited Liability Company (LLC) ( )? Why have you
settled for this form?
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4.2 Profile of the Entrepreneur
Say something short about you; don’t forget to link your profile to the business.
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4.3 Key management staff/Support Personnel
Brief description of key management staff and their functions
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4.4 Summary of Salary Schedule
Table: Staff salary schedule
Name Designation Monthly Salary Annual Salary
1.
2.
3.
4.
5.
Total Salary
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17. 4.5 Organogram or the Organizational Structure as a Figure (where applicable)
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18. 5.0 BUSINESS MODEL CANVAS (BMC)
Business Idea: What for whom and how?
Product / Service Idea: Key functionality of the product / service.
Key Partners
Who are our Key Partners?
Who are our Key Suppliers?
Which key resources are we
acquiring from partners?
Which key activities do partners
perform?
Motivation for partnership:
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and
activities
Key Activities
What Key Activities does our value proposition
require?
Our Distribution Channels?
Customer Relationships?
Revenue Streams?
Categories:
Production
Problem solving
Platform/Network
Value Propositions
What value do we deliver to the customer?
Which one of our customer problems are we
helping to solve?
What business products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
Who are our competitors and how are we
different?
Price?
Characteristics:
Newness
Performance
Customization
“Getting the job done”
Design
Brand/Status
Price
Cost reduction
Accessibility
Convenience/utility
Customer Relationships
What type of relationship / resources do
each of our Customer Segments expect us
to establish and maintain with them?
Which ones we have established?
How are they integrated with the rest of our
business model?
How costly they are?
Examples:
Personal assistance
Dedicated personal assistance
Self-service
Automated services
Communities
Co-creation
Customer Segments
For whom are we creating the value?
How many potential paying customers?
Who are our most important paying customers?
How big a market share could you capture in
what time frame?
Mass Market
Niche Market
Segmented
Diversified
Multi-sided Platform
Key Resources
What Key Resources do our Value Propositions
require? Our Distribution Channels? Customer
Relationships? Revenue Streams?
Channels
Through which channels do our customer
segments want to be reached?
How are we reaching them now?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer
routines?
User Segments
For whom are we creating the value?
Who are our most important end users?
How many potential users?
How many potential users by November?
Mass Market
Niche Market
Segmented
Diversified
Multi-sided Platform
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19. Using the nine (9) building blocks.
5.1: Key Partners 5.2: Key Activities 5.3: Value Propositions 5.4: Customer
Relationships
5.5: Customer Segments
5.6: Key Resources 5:7 Channels
5.8: Cost Structure 5.9: Revenue Streams
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20. 6.0 BUSINESS RISK AND MITIGATION
Identify and define all the risks associated to your business and how you will mitigate them.
RISK MITIGATION
Political
Economy
Social
Technology
Environmental
Legal
Others business specific
risk e.g pilferages, theft,
power, injury,
seasonality etc
6.1 SWOT Analysis
Use the table below to make a complete analysis of your strengths, your weaknesses, the opportunity and
threats
Strengths:
1.
2.
3.
4.
Weakness:
1.
2.
3.
4.
Opportunity:
1.
2.
3.
4.
Threats:
1.
2.
3.
4.
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21. 7.0 FINANCIAL PLAN:
To be computed using the MS-Excel financial model sheet attached.
7.1 Financial Assumptions
Describe the important assumptions that support your estimations and projections. Indicate
assumptions for economic indicators (inflation, interest rate ...) on the industry, the competition,
supply, cost, sales, and salary.
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