Sample Business Plan

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Strictly Private & Confidential

XYZ Company Limited
The Old Manor House
Somewhere Down South
Avalon AV1 234B
Tel: 01234 567 890 Fax: 01234 567 891

Executive Summary

The executive summary is the most important part of the business plan. Many people will only read this. The summary in itself will not secure an investor, however, it can loose them.

Quality - the quality of the summary must therefore be outstanding and you should pay particular attention to it. Obtain critical feedback from others on your drafts.

Stand-alone - it is also used as a stand-alone document when introducing the project to others so it must be able to capture interest and entice the reader to take the next step and request more information - and secure a meeting.

Style – cogent and terse. It should be direct and organized as a series of bulleted paragraphs, each deals with one key area. No waffle.

Length - ideally one page, and certainly not more than two pages.

Content - it needs to:

 Introduce the project in terms of what area it is concerned with, what it is trying to do, and list the key individuals and advisors involved  Describe the stage the project reached particularly in terms of the "readiness for market" of its products, or product concepts, and outline any intellectual property, such as patents, that may support the products  Highlight the main market characteristics, including size and growth, and specify the market opportunity that you are addressing  State the central competitive advantages of your products and/or processes, how distinct they are from the competition and in what way, and how these are important to customers  Summarize the objectives of the company in the short and long term, and quantify these with specific numbers. Outline the key strategies you will use to achieve them  Include any "evidence of success" - this may be trade reviews, analyst comments, sales or partnership agreements, working prototypes, market testing, etc. which help to make the project more tangible to the reader and raises confidence in the project  Highlight any other key issues that should be noted  State your finance requirements and what stake in the company is available for this (see Financial Structure), and the planned exit strategy for the investor - i.e. how the investor will realize their return from the project. For more on this click Financing Structure.

Example Text:

 XYZ Company Limited is an Expert Design Consultancy focusing on Packaging Design Solutions for "Fast Moving Consumer Goods" (FMCG) in the Personal Care industry.

 It was founded in 2001 by Augustus James, a Director of the UK's leading Consumer Design Agency, Good Designs plc, who directed packaging design projects totalling over $100 million for Nike, Gillette, Channel and other global brands. Also on the executive board are Jill Mann, a Director of the Advertising Agency, Nero & Antonia, and by Julius Marcus, a Production Manager at the UK's largest packaging company, Boxes-R-Us.

Table of Contents

Executive Summary2
Table of Contents3
Introduction to the Business and its Management4
Products and Services5
The Market7
Competitive Business Strategy8
Marketing Plan10
Sales and Distribution11
Production Strategy and Structures12
Financing Requirements and Deal Structure13
Key Financial Data and Financial Projections15

Important Information: This document does not constitute a public offer or prospectus or invitation to the public. Only those who fall under the FSA definition of "High Net Worth Individuals", or "Sophisticated Investors" should review the plan. It will not be circulated to more than 50 such individuals. Investments in unquoted securities are highly speculative, carrying high risk as well as the potential for high...
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