The document discusses key parts of a business plan, including the introduction, executive summary, business goals, and stakeholders. It provides guidance on writing measurable goals, emphasizing the value proposition in the introduction, conveying essential information concisely in the executive summary, and identifying types of stakeholders involved in a business. Examples are given throughout to illustrate concepts like writing goals and objectives and drafting an executive summary for a bakery business plan.

1. Entrepreneurship
Senior High School Applied - Academic
Unit 2: The Business Plan
Lesson 2
The Business Plan Contents (I):
Introduction, Executive Summary, and
Proponents

2. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
How can a business be
established?
What should an
entrepreneur do to
choose the best product
or service for his or her
customers?
2

3. Learning
Objective
ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
At the end of the
lesson, you should
be able to do the
following:
Discuss the different parts of a
business plan.
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3

4. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
How did you introduce
yourself to your
partner?
What did you notice
about how your partner
introduced himself or
herself to you?
4

5. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Why is it
important to
have an
introduction to
every product
or service that
we have?
5

6. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Business Plan Introduction
The business plan
introduction serves as
the “birds-eye view” of
your plan.
6

7. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Business Plan Introduction
It is written at a high
level while not going
into details.
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8. 8
What is the difference between
the business concept and
business model?

9. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
The Business Concept
A business concept should have
the essence of the business in a
short but powerful manner.
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10. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
The Business Model
10
A business model is a formula on
how the business plans to make
money out of business.

11. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
1. Raising revenue
2. The cost of the enterprise
products and other costs
of doing business
3. Major investments of the
enterprise
4. Financing the investment
Four Areas of Business Modelling
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12. 12
Why should you have measurable
goals and objectives in your
business plan?

13. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
The business goals show the long-term and
future prospects of the enterprise.
It is composed of the vision, mission,
objectives, key results area, and
performance indicators.
The Business Goals
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13

14. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Goals tell you wherever you want to go;
objectives tell you precisely the way to get
there.
The Business Goals
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15. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Goals will increase your effectiveness;
objectives back your goals, and cause
you to be more economical.
The Business Goals
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16. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Goals are usually represented in words;
objectives usually go together with numbers
and specific dates.
The Business Goals
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17. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
1. Specific Goal Setting
2. Self-Efficacy
3. Need for Achievement
4. Ambition
5. Willingness to Learn
6. Adaptability and Flexibility
7. Willingness to Take Risk
8. Interpersonal Skills
The Business Goals
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18. Tip
18
Always think of a goal that is
measurable. By establishing
measurable goals, you'll be able
to track your progress and
acknowledge right away once
your efforts are going off target.

19. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Writing Goals and Objectives
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19
Situationer:
You want to establish a web-conferencing
service for educational purposes. You can
have the following goals and objectives (in
terms of launching the service):

20. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Writing Goals and Objectives
20
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● Placing print and airing radio ads to gain
awareness.
● Attract first-time customers by offering a
discount on their first visit.

21. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Writing Goals and Objectives
21
21
● Cultivate prospects by implementing a
permission-based weekly email to 2,500
targeted contacts.
● Convert 10 percent of prospects to clients,
using email reminders.

22. 22
Why is it important that your
executive summary is written
perfectly?

23. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
The executive summary summarizes the
necessary details of the business plan
for its readers.
It is timesaving for readers, for they are
able to get the gist of the business plan.
The Executive Summary
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24. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
For startup business
● The business opportunity
● Taking advantage of the opportunity
● The target market
● Business model
Contents of the Executive Summary
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25. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
● Marketing and sales strategy
● The competition
● Financial analysis
● Owners/Staff
● Implementation plan
Contents of the Executive Summary
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26. Remember
26
In writing your executive
summary, you already need to
capture the audience's attention
immediately so that they are
motivated to read the remainder
of the document.

27. Tip
27
You need to end your business
plan’s executive summary with a
strong and clinching closing
sentence that will justify why your
proposed business is a winning
one.

28. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Executive Summary of a Bakery
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Johanne’s Bakery (JB) is a starting coffee
and cake shop located in San Pedro City,
Laguna. JB is expected to catch the
interest of its loyal and regular customers
with a variety of coffee, pastry, and cake
products.

29. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Executive Summary of a Bakery
29
29
The company plans to have a strong
market established in the town because
of its mild competitive climate and our
partner’s experience in the area.

30. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Executive Summary of a Bakery
30
30
JB aims to offer its bread and pastry
products at a competitive price to meet
the needs and demands of the lower- to
middle-income local market area
residents and tourists.

31. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Example: Executive Summary of a Bakery
31
31
Because of its variety of product offerings,
Johanne’s Bakery will be the no. 1 coffee
and bakeshop in the city.

32. 32
What are the things that you need
to keep in mind when writing
your executive summary?

33. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
On Writing an Executive Summary
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33
1. Focus on providing a summary.
2. Keep your language sturdy and positive.
3. Keep it short.
4. Polish your executive summary.
5. Put yourself in your readers’ place.

34. 34
Who are considered to be the
business proponents in a certain
business?

35. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Types of Stakeholders
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Resource Mobilizers
Technology Providers and Applicator
Government and Top Management
Operations and Support Team

36. Remember
36
Each of the proponents has
something to contribute, and they
can be divided based on their
capabilities, skills, and interests.

37. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Activity
If you are going to have a business, what
would it be?
Make an organizational chart illustrating the
key stakeholders of your business.
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38. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Questions
Part A.
1. Why is it important to make the business goals
measurable and attainable?
2. What do you think will happen if the executive
summary is vague or has incomplete details?
3. Why should the business partners be well-meaning
and like-minded?
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39. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Questions
4. Why should the executive summary be written with
positive and sturdy language?
5. Why should you put yourself in the place of the
reader of your executive summary?
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40. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Questions
Part B.
If your group will establish a business whose
mission and vision statements are given below,
what will be your goals in the future to make your
business succeed?
Write five goals or objectives that a business should
attain.
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41. ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
ENGAGE EXPLORE EXPLAIN EXTEND
EVALUAT
Questions
41
Name of Business: Double Happiness
Vision Statement To establish a commanding presence and
market leadership as a food chain servicing
major bus terminals in Metro Manila within
the next five years.
Mission Statement To provide quality food and passenger
convenience services that would help
improve the growth of the company and
the lives of its employees.

42. Wrap Up
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A business plan introduction serves as the
“birds-eye view” of your plan.
A business concept emphasizes the value of
the product to be offered to the target
customers who would most likely buy it.

43. Wrap Up
43
A business model is a formula on how the
business plans to make money out of business.
The business goals show the long-term and
prospects of the enterprise.

44. Wrap Up
44
The executive summary provides the key points
of a document for its readers, saving them time
and getting them ready for the entire content.
The business proponents contain information
about the stakeholders of your business.

45. Wrap Up
45

46. Bibliography
“An Introduction to Business Plans.” Entrepreneur. Accessed March 20, 2010.
https://www.entrepreneur.com/article/38290.
Berry, Tim, and Noah Parsons. “Palo Alto Software.” Bplans. Accessed March 3,
2020. https://articles.bplans.com/writing-an-executive-summary/.
Dollingner, Marc. Entrepreneurship: Strategies and Resources 3rd Edition. New
Jersey: Prentice Hall, 2003.
Peterson, Steven D. “Set Goals and Objectives in Your Business Plan.”
Dummies.
Accessed March 20, 2020. https://www.dummies.com/business/start-a-
business/business-plans/set-goals-and-objectives-in-your-business-plan/.
Ward, Susan. “Business Plan Tips: How to Write a Winning Executive
Summary.”
The Balance Small Business. Accessed March 20, 2020.
https://www.thebalancesmb.com/executive-summary-of-the-business-
plan-2948012.
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