The feasibility plan guidelines outline the essential elements necessary for evaluating a business idea, emphasizing a brief executive summary, business description, management structure, marketing plan, financial projections, and risk management strategies. The document highlights the importance of a compelling presentation to attract stakeholders and provides a detailed framework for preparing a business plan. Key components include the identification of market opportunity, competitive analysis, consumer research, and plans for growth and contingencies.

1. Feasibility Plan Guidelines
The idea feasibility summarizes and presents the idea for initial
evaluation in a short and compelling form. It is a sales pitch!
The effort involved in preparing the concept requires the team
to carefully and realistically assess the opportunity. This action
is the first step in developing a business plan. The feasibility
plan will present the key information needed to evaluate the
opportunity, without going into the depth that a full business
plan requires. The completed idea feasibility should be no more
than ten pages, including any supplemental documents you may
wish to include.
Document Cover. Include the name, address, and phone number
and email address of the business along with a picture or
graphic (use logo if available). Also, bind it for a more
professional look.
Executive Summary. This summary is usually written last and
should be a clear and concise condensation of your plan. Write
a brief one or two-page summary of the key points in the
feasibility plan. It must be a standalone document that presents
your business in the best possible light because many reviewers
will not read the rest of your plan if this section does not “pique
their interest.” You might include in the summary:

2. A. What type of business are you planning to start?
B. What is your product or service and how will it be
marketed?
C. What is the purpose of your plan?
1. Will it be an operating guide?
2. A financing proposal?
D. What business structure have you chosen (e.g., sole
proprietorship, partnership, corporation, LLC)?
E. Who are the principals and what talents do they bring?
F. How much money do you need to implement your plan, and
how will this money be used?
G. Why will your venture be successful?
Table of Contents. This is a single page index showing the
major topics and key subheadings with page numbers. Many
readers like to skip around when they read a document and only
read what interests them. The table of contents outlines your
plan and directs them to the right section.
Description of the Business. Here is where you present the
overall picture of what you are doing, i.e., “the big picture.” It
should contain a complete description of your product or

3. service, target market(s), customers, unique features, benefits,
spinoffs, and environmental impact. This section should
address:
A. What business are you in?
1. Is it manufacturing, service, or merchandising?
2. What is the nature of your product or service?
3. What are the important attributes of your product/service and
what benefits will it give your customers?
4. What will be special about your business?
B. What are your goals and objectives for your business?
(mission statement, etc)
C. What is the legal name of your business and why was it
chosen?
D. Where will your business be located?
E. What market do you intend to service?
F. How large is the total market and what is your expected
share?
G. Who is your competition?
H. How can you serve the market better than your competition?
I. What is the present status of the business (e.g., start-up,
expansion, take-over)?
J. What are the spin-off possibilities?
K. Will your business adversely affect the environment and
what will you do about it?
Management and Organization. As part of this section, include
information about the key management positions and the people
who will fill them as well as the personnel structure of the
business. For example:
A. Who is on your management team?

4. B. What education, experience, and talents do they bring to
the venture?
C. Describe your organizational structure and include a brief
description of who does what. (Include an organizational chart
if it will help.)
D. What are your anticipated personnel needs and what skills
must these employees have?
E. List proposed salaries and wages.
F. What other management resources will be available to your
business (accountant, lawyer, board of directors or advisors)?
Marketing Plan. This section is an action plan and should
address how you expect to get customers to buy your product or
service. Include a description of your industry, target market(s),
competition, and distribution and marketing plans. Be sure to
consider:
A. What is the present size, location, and growth potential of
your market?
B. What are your sales goals and what marketing strategies
will you use to achieve your goals?
C. Are there any trends affecting this growth?
D. What percent of the market will you have now and in the
future?
E. Are there seasonal fluctuations?
F. What is the typical profit potential and gross margin for
your type of business?
G. Describe the age, sex, occupation, lifestyle, income, etc. of
your various market segments.

5. H. What distribution channels will you use?
I. How will you attract and keep your segment of this
market? (Comment on Product quality; Price; Place;
Promotion)
J. Who is your competition and how are their operations
similar and dissimilar to yours?
K. What is your unique selling proposition?
7. Marketing research
The marketing research section provides the context and focus
for the consumer analysis. Secondary research is expected
for this section, drawing on information from company reports,
online sources, (Not Wikipedia) news articles, etc. The section
should include:
Marketing Strategy Problem:
Describe the current situation, and identify the specific
marketing strategy problem. Use course concepts in your
explanation. For example, from the organization's perspective
and the consumer's perspective, explain whether this problem is
one of affect and cognition, behavior, environment, or a
combination.
Research:
The student is expected to use research methodology to better
determine who they think
their target market will be for the customer. Create a consumer
Analysis for additional detail.
Consumer Analysis
Use a form of primary research to gain information on and
understanding of the consumer. This may involve observation
research, a focus group, and interviews; survey monkey is a

6. good tool to use for this part of the paper. Describe your
research objectives, method and findings in in detail using
marketing terms and concepts. What did you want to know?
How did you study it? What did you learn?
Customer segmentation section describes the customer segment
that is most relevant to the marketing problem you identified.
Explain the segment's current or potential value. You will need
to define and analyze the current target markets, and
specifically who is the current targeted customer. Having the
basis of who the customer is, now create a profile of who the
customer should be, and how do you define, target, and segment
that customer. I fully expect that the paper will approach this
from a different position than is currently being used.
Recommendations:
Conclude the report with recommendations, based on the
secondary and primary research you conducted. The
recommendations should address the marketing problem you
identified, and may involve aspects of segmentation,
positioning, and marketing mix decisions. Be specific. Suggest
how your recommendations could be implemented. Also,
identify what additional research you recommend.
This is intended to be an collaborative group project, that
provides the students the opportunity to
demonstrate their understanding of consumer behavior, and the
relevancy to the marketing
environment that we are exposed to every day.
8. Financial Plan. This puts all of the other sections/plans into
dollar values (see below). Include the following information:

7. A. A brief analysis of the financial information (eg. How did
you calculate sales & expenses)
B. Startup Capital Estimate;
C. Proposed Sources of Capital (Where will you get the
money you need to start the company);
D. 1 year cash flow projections and assumptions
Growth Plan. Describe how your business will change over
time (e.g., increased demand, new products, new markets).
A. What new products, services, locations, and/or markets
will you pursue in the future?
B. What additional personnel and funds will be required for
this expansion?
C. How will you pay for this growth?
D. What are the markets of the future?
Contingency Plan. Describe potential problems and risks and
explain how you will deal with them.
A. What will you do if your sales projections are too low or
manufacturing costs too high?
B. What if competition reduces your market share?
C. What are the liability issues that could affect the business?
D. What if your start-up plans are delayed?

8. Appendix. Put supporting materials. Examples include:
A. Resumes / Personal Financial Statements of all principals;
B. Letters of intent/support;
C. Technical designs/patents;
Start-Up Capital Estimate
[Company Name]
[Date]
Monthly Costs
Monthly Expenses
Cash Needed to Start
% of Total
Source of Estimate
Salary of owner-manager

9. All other salaries and wages
Rent
Advertising
Delivery expense
Supplies
Telephone
Other utilities

10. Insurance
Taxes, including social security
Interest
Maintenance
Legal and other professional fees
Miscellaneous
Subtotal
One-Time Costs

11. Cash Needed to Start
% of Total
Source of Estimate
Fixtures and equipment
Decorating and remodeling
Installation charges
Starting inventory
Deposits with public utilities
Legal and other professional fees
Licenses and permits
Advertising and promotion for opening

12. Cash
Other
Subtotal
Total Estimated Start-Up Capital
MONTHLY CASH FLOW for:[Enter Business Name
Here][Owner's Name]TOTAL
YEAR: PreStartupJAN-1FEB-2MAR-3APR-
4MAY-5JUN-6JUL-7AUG-8SEP-9OCT-10NOV-11DEC-121-12
1. CASH ON HAND (First of Month)
********
2. CASH RECEIPTS
(a) Cash Sales
(b) Collections/Credit Accounts********
(c) ********
(d) Loan/Cash Injection % OF
3. TOTAL CASH RECEIPTS

13. TOTAL
(2a+2b+2c+2d)
CASH
4. TOTAL CASH AVAILABLE
RECEIPTS
(Before cash out) (1 + 3) (2a+2b+2c)
5. CASH PAID OUT
(a) Purchases for Resale
(b) Net Wages
(c) Payroll Taxes
(d) Accounting/Legal
(e) Advertising
(f) Car/Truck Expenses
(g) Insurance
(h) Interest
(i) Office Supplies
(j) Rent
(k) Repairs/Maintenance
(l) Supplies
(m) Taxes (Real Estate)
(n) Telephone
(o) Travel/Meals/Entertainment
(p) Utilities
(q)
(r)
(s)
(t)
(u)
(v) Subtotal
(w) Loan Principal Payment
(x) Capital Purchases
(y) Owner's Withdrawal
(z)
6. TOTAL CASH PAID OUT
(Total 5a through 5z)
7. CASH POSITION (End of Month) *********

14. ********
********
********
CASHFLOWMONTHLY CASH FLOW for:[Enter Business
Name Here][Owner's Name]TOTALYEAR:PreStartupJAN-
1FEB-2MAR-3APR-4MAY-5JUN-6JUL-7AUG-8SEP-9OCT-
10NOV-11DEC-121-121. CASH ON HAND (First of
Month)********2. CASH RECEIPTS********(a) Cash Sales(b)
Collections/Credit Accounts********(c)********(d)
Loan/Cash Injection% OF3. TOTAL CASH
RECEIPTS********TOTAL(2a+2b+2c+2d)CASH4. TOTAL
CASH AVAILABLE********RECEIPTS(Before cash out) (1 +
3)(2a+2b+2c)5. CASH PAID OUT(a) Purchases for Resale(b)
Net Wages(c) Payroll Taxes(d) Accounting/Legal(e)
Advertising(f) Car/Truck Expenses(g) Insurance(h) Interest(i)
Office Supplies(j) Rent(k) Repairs/Maintenance(l) Supplies(m)
Taxes (Real Estate)(n) Telephone(o)
Travel/Meals/Entertainment(p) Utilities(q)(r)(s)(t)(u)(v)
Subtotal(w) Loan Principal Payment(x) Capital Purchases(y)
Owner's Withdrawal(z)6. TOTAL CASH PAID OUT(Total 5a
through 5z)7. CASH POSITION (End of Month)*********

15. Marketing Plan
Industry Description
The US taxi and limousine services industry includes about
7,000 establishments (this includes single locations and multi-
location companies) with about $6 billion in combined annual
revenue. Taxis are located all around the United States and
generally operate in large metropolitan area. Growth in this
industry is medium depending on economic health that effects
travel and leisure spending as well as volatile fuel costs.
Expenditures for taxi service are forecast to grow at an annual
compound rate of 5% between 2013 and 2017. Although this
may growth seem slow, major opportunities lie in taxi
companies that have involved and dedicated marketing. There
are few economies of scale in this industry, so small companies
are able to effectively compete with large ones (1). This will
provide an opportunity for Total Package Taxi, in that we will
be able to compete in the market without fear of impeding on a
already saturated market. We will also heavily focus on
marketing and launch a large campaign against drunk driving to
generate buzz around Kansas City.