Business Plan Template for a Startup Business
Reference: https://www.score.org/resource/business-plan-template-startup-business
Business Plan
Table of Contents
I. Instructions: Executive Summary………………………………………………………………………………………………2
Executive Summary ………………………………………………………………………………………………………………………………………………………………………. 3
II. Instructions: Company Description & Market Research ……………………………………………………………4
III. Instructions: Products & Services ……………………………………………………………………………………………4
IV. Instructions: Marketing Plan …………………………………………………………………………………………………..5
Pricing Strategy Worksheet ………………………………………………………………………………………………………………………………………………………….. 9
V. Instructions: Operational Plan ……………………………………………………………………………………………….11
IX. Appendices …………………………………………………………………………………………………………………………..13
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I. Instructions: Executive Summary
The Executive Summary is the most important part of your business plan. Often, it’s the only part that a
prospective investor or lender reads before deciding whether or not to read the rest of your plan. It should
convey your enthusiasm for your business idea and get readers excited about it, too.
The Executive Summary should briefly explain each of the below.
1. An overview of your business idea (one or two sentences).
2. A description of your product and/or service. What problems are you solving for your
target customers?
3. Your proposed target market. Who are your ideal customers?
4. Your competition and what differentiates your business. Who are you up against, and
what unique selling proposition will help you succeed?
After reading the Executive Summary, readers should have a basic understanding of your business, should be
excited about its potential, and should be interested enough to read further.
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Executive Summary
(Write after you’ve completed the rest of the business plan.)
II. Instructions: Company Description & Market Research
This section explains the basic elements of your business. Include each of the below:
1. Company’s MANTRA
a. Why your meaning should exist
b. Why you should exist
c. Examples: “Healthy Fast Food”, “Always Low Price”
2. Target market
You will cover this in-depth in the Marketing Plan section. Here, briefly explain who your target
customers are.
3. Industry: SECONDARY MARKET RESEARCH SECTION STARTS HERE:
Describe your industry and what makes your business competitive Or ANY INFORMATION RELEVANT
TO YOUR BUSINESS IDEA/PLAN/INDUSTRY.
Include your Secondary Research (at least 20 pages) under this heading:
Secondary market research is information from sources such as trade organizations and journals, magazines and
newspapers, Census data and demographic profiles. You can find this information online, at libraries, from
chambers of commerce, from vendors who sell to your industry or from government agencies.
This section of your plan can explain ANYTHING related to your business plan/industry:
• For example:
o The total size of your industry
