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Contents
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Executive
Summary
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The most important
part of your plan and it should be written last. This will inform
everybody who reads your business plan what it actually entails,
and it is worth noting that it is in fact the only part of your
plan that may be read of the whole document. The executive summary
should include highlighted parts from each section which will
explain to the reader what the business is about. You must ensure
that you cover all the points your business plan talks about,
and not make it simply an extended table of contents because
this will add no value. You should ensure that your summary
is truthful because although you want it to interest its readers
it must not undermine the credibility of the whole document.
Your business its products and services
You must be able to get across clearly what your business will
be doing. This section of the business plan explains who you
are, what you intend to be doing and the market in which you
will enter. Basically this section will answer if your plan
viable.
The first part of your plan should start with an overview
of your business.
• when you want to start trading
• any information that may be relevant, for example, how
you acquired the business if you did so
• if you already have a business talk about this and what
products and/or services it offers
• talk about your mission statement and your aims and objectives
The second part should talk about the products and/or services
you will be offering.
• how it will benefit the market
• how it will benefit others
• why customers would want to use your service
• whether you have any design rights, copyrights, patents
or trademarks
• include what your Unique Selling Points will be
• use business tools such as the Boston Matrix to explain
whether your service will have a low or high market share in
a growing or mature market
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