Marketing Plan
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Cover: Name of business, name of principal(s), address, phone number and date.
TABLE OF CONTENTS
EXECUTIVE SUMMARY
STATEMENT OF PURPOSE
DESCRIPTION OF BUSINESS
PRODUCTS OR SERVICES
HISTORY OF ORGANIZATION OR INDUSTRY
MARKET
Target Market & Customer Description
Geographic Location and Potential
Product Acceptance
Competition and Pricing
Sales and Advertising Strategy
LOCATION, FACILITIES AND OPERATIONS
Site Analysis
Buildings and Equipment
Process Description and Analysis (Primarily Manufacturing)
Suppliers
Inventory Requirements
STAFFING AND MANAGEMENT
Availability of Workers
Training Requirements
Management
Duties and Functions of Employees (General details of your experience/training; job descriptions of other employees. Attach managers/owners resumes, if appropriate.)
Outside Assistance (Consultants, Accountants, Attorneys)
FINANCIAL ANALYSIS
Sources and Uses of Funds Statement
Income Statements and Detailed Assumptions
Balance Sheet and Pro Forma (future projections) Assumptions
Cash Flow Statements and Pro Forma (future projection) Assumptions
APPENDICES
List of Collateral and Its Value
Three Years of Historical Financial Statements
Personal Resumes and Financial Statements of Principals
Letters of Reference, Intent, etc.
Copies of Leases, Contracts, Articles of Incorporation, etc.
Copies of Permits, Licenses, Patents
STATEMENT OF PURPOSE
What is the purpose of the business plan?
To develop the objectives of the company and owner(s)
To provide an operating guide
To provide a financial guide
What are you asking for?
Equity, Debt, Joint Venture
How will the funds be used?
How does the loan get repaid or the investor gets out?
DESCRIPTION OF THE BUSINESS
What is the status of the business: start-up, expansion of a going concern, or a takeover of an existing business?
What is the business structure: sole proprietorship, partnership, LLC, corporation, or Sub Chapter S Corporation?
When will (did) operations begin?
What is the type of business: Is it primarily merchandising, manufacturing, or service?
Why is your business going to be profitable?
PRODUCTS OR SERVICES
What is the nature of the product(s) or service(s)?
Give a tangible description of the offering(s).
What are the benefits offered to the customer from the products or services?
How will it be made/produced/provided or sold?
HISTORY OF ORGANIZATION/INDUSTRY
For a new business only:
Why will you be successful in this business?
What is your experience in this business?
What will be special about your business?
Have you contacted prospective suppliers and what information can they provide?
Do you have any letters of intent for prospective suppliers of purchases?
Have you asked about trade credit?
For a takeover only:
When and by whom was the business founded?
Why is the owner selling it?
How did you arrive at a purchase price for the business?
What is the trend of sales over the past three years?
Is the business going downhill, why? How can you turn it around?
THE MARKET
Who exactly is your market? Describe characteristics: age, gender, profession, income, geographic
location, etc. of your various market segments?
What is the present size of the market?
What is the markets growth potential?
How are you going to attract and keep your market?
How can you expand your market?
How are you going to price your service, product, or merchandise to make a fair profit and, at the same time, be competitive?
What price do you anticipate getting for your product? Is the price competitive?
MARKET Contd
What special advantages do you offer