Comprehensive Business Plan & Market Research
Budget: $30 – $250 USD
Guideline for the Business Plan
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Directions: Select and then research a company or organization for this assignment business plan. Report
what you found as required per section noted below. Label each section prior to your writing about it.
Any information you copy as a quote needs to be acknowledged on a Bibliography in Section 9 Appendix.
Keep in mind, “what you learned” will be at the very end of this assignment. Make sure you start your
“business plan” with a Cover Sheet which is to contain the name of business you chose along with your
name; class name plus time; and date (see sample format). Submit and upload your “plan” AS A WORD
DOC ONLY---otherwise problems in grading it. REQUIRED MINIMUM OF 8 PAGES!
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Note: Use Times Roman for your typestyle in this assignment!
A good business plan takes a long time to write, but you only have five minutes, in the “executive summary”
to convince readers not to throw it away. Bankers receive a variety of business plans all the time; therefore,
the executive summary must catch their interest quickly.
Cover Sheet is a separate sheet! {See Example as shown in Canvas} First Page
Cover Letter is a separate sheet! {See Example Letter as shown in Canvas} Second Paged
You should summarize the most attractive points of your project in a few words as possible. Be sure to address
the letter to the potential investor by name. “To whom it may concern” or “Dear Sir or Madam” is not the best
way to win an investor’s support.
Section 1---Executive Summary (General Overview) Third Page and to on …
Begin with a two-page or three-page management summary of the proposed venture. You are to include a short
description of the business and discuss major goals and objectives. Consult in reference section in libraries and
also in web sites (at least some of the data) Hoovers and/or Standard & Poor’s.
Section 2---Company Background
Summarize the firm’s financial condition, and if available include summary or overview (in sentence structure)
past and current balance sheets, income and cash flow statements + any other relevant data. It is wise to include
a description of insurance coverage if available. Investors want to be assured that death or other mishaps do
not pose major threats to the company.
Section 3---Capital Required
Indicate the amount of capital needed to commence or continue operations and describe how these funds are to
be used. Your 3 financial statements [Balance sheet; Income & Cash Statements] to appear here Make sure the totals are
the same as the ones on the cash flow statement. This area will receive a great deal of review from potential
investors, so it must be clear and concise! *You may use borrowed info from similar companies.
Section 4---Financial Plan (3 financial statements [Balance sheet; Income & Cash Statements] to appear this section}
+ Provide five-year projections for income, expenses, and funding sources. Do not assume the business will
grow in a straight line. Adjust your plan to allow for funding at various stages of the company’s growth.
Explain the rationale and assumptions used to determine the estimates. Assumptions should be reasonable and
based on industry/historical trends. Make sure all totals add up and are consistent through the plan. FYI---*In
real word you’d hire a professional accountant or financial analyst to prepare these statements.
Section 5---Management Team
Include an organization chart, short descriptions of job listed positions of the current and proposed executives
(optional). A mediocre idea with proven management is funded more than a great idea with an inexperienced
team. Leave out their resumes about the managers/executives. In real business plans you would include their
resumes. FYI--- Managers should have expertise in all disciplines necessary to start and run a business. If not,
mention outside consultants who will serve in these roles and describe their qualifications.
Section 6---Manufacturing Plan N/A →Note this if manufacturing doesn’t apply.
Describe minimum plant size, machinery required, production capacity, inventory and inventory-control
methods, quality control, plan personnel requirements, and so on. The estimation of product costs should be
based on primary research.
Section 7---Marketing Plan
Sources like the “Rand McNally Commercial Atlas and Marketing Guide” can help you put a plan together.
This can be accessed on line or hard copy library reference section. Discuss strengths and weaknesses of the
product or service. The most important things investors want to know are what makes the product more
desirable than what is already available and whether the product can be patented. Compare pricing to the
competition. Forecast sales in dollars and units. Outline sales, advertising, promotion, and public relations
programs. Make sure the costs agree with those projected in the financial statements.
Section 8---Location Analysis
Provide a demographic analysis of consumers in-the-area of the proposed business as well as a traffic-pattern
analysis and vehicular and pedestrian counts. *Need to include social media what sites tend to be most
frequented!
Section 9---Appendix *(Recommend you include any visuals or charts here OR within plan!)
Include all marketing research on the product or service (off-the-shelf reports, article reprints, etc.) and other
information about the product concept or market size. Provide a bibliography of all the reference materials you
consulted. This section should demonstrate that the proposed company will not be entering a declining industry
or market segment. You may also include in additional visuals/pictures here as well---don’t forget to label…
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*On separate page, attach at the end paragraph(s) of what you learned from this assignment. Be Thorough!
---------------------------------------------------------------------------------------------------------------------------------------
Directions: Select and then research a company or organization for this assignment business plan. Report
what you found as required per section noted below. Label each section prior to your writing about it.
Any information you copy as a quote needs to be acknowledged on a Bibliography in Section 9 Appendix.
Keep in mind, “what you learned” will be at the very end of this assignment. Make sure you start your
“business plan” with a Cover Sheet which is to contain the name of business you chose along with your
name; class name plus time; and date (see sample format). Submit and upload your “plan” AS A WORD
DOC ONLY---otherwise problems in grading it. REQUIRED MINIMUM OF 8 PAGES!
-------------------------------------------------------------------------------------------------------------------------------------
Note: Use Times Roman for your typestyle in this assignment!
A good business plan takes a long time to write, but you only have five minutes, in the “executive summary”
to convince readers not to throw it away. Bankers receive a variety of business plans all the time; therefore,
the executive summary must catch their interest quickly.
Cover Sheet is a separate sheet! {See Example as shown in Canvas} First Page
Cover Letter is a separate sheet! {See Example Letter as shown in Canvas} Second Paged
You should summarize the most attractive points of your project in a few words as possible. Be sure to address
the letter to the potential investor by name. “To whom it may concern” or “Dear Sir or Madam” is not the best
way to win an investor’s support.
Section 1---Executive Summary (General Overview) Third Page and to on …
Begin with a two-page or three-page management summary of the proposed venture. You are to include a short
description of the business and discuss major goals and objectives. Consult in reference section in libraries and
also in web sites (at least some of the data) Hoovers and/or Standard & Poor’s.
Section 2---Company Background
Summarize the firm’s financial condition, and if available include summary or overview (in sentence structure)
past and current balance sheets, income and cash flow statements + any other relevant data. It is wise to include
a description of insurance coverage if available. Investors want to be assured that death or other mishaps do
not pose major threats to the company.
Section 3---Capital Required
Indicate the amount of capital needed to commence or continue operations and describe how these funds are to
be used. Your 3 financial statements [Balance sheet; Income & Cash Statements] to appear here Make sure the totals are
the same as the ones on the cash flow statement. This area will receive a great deal of review from potential
investors, so it must be clear and concise! *You may use borrowed info from similar companies.
Section 4---Financial Plan (3 financial statements [Balance sheet; Income & Cash Statements] to appear this section}
+ Provide five-year projections for income, expenses, and funding sources. Do not assume the business will
grow in a straight line. Adjust your plan to allow for funding at various stages of the company’s growth.
Explain the rationale and assumptions used to determine the estimates. Assumptions should be reasonable and
based on industry/historical trends. Make sure all totals add up and are consistent through the plan. FYI---*In
real word you’d hire a professional accountant or financial analyst to prepare these statements.
Section 5---Management Team
Include an organization chart, short descriptions of job listed positions of the current and proposed executives
(optional). A mediocre idea with proven management is funded more than a great idea with an inexperienced
team. Leave out their resumes about the managers/executives. In real business plans you would include their
resumes. FYI--- Managers should have expertise in all disciplines necessary to start and run a business. If not,
mention outside consultants who will serve in these roles and describe their qualifications.
Section 6---Manufacturing Plan N/A →Note this if manufacturing doesn’t apply.
Describe minimum plant size, machinery required, production capacity, inventory and inventory-control
methods, quality control, plan personnel requirements, and so on. The estimation of product costs should be
based on primary research.
Section 7---Marketing Plan
Sources like the “Rand McNally Commercial Atlas and Marketing Guide” can help you put a plan together.
This can be accessed on line or hard copy library reference section. Discuss strengths and weaknesses of the
product or service. The most important things investors want to know are what makes the product more
desirable than what is already available and whether the product can be patented. Compare pricing to the
competition. Forecast sales in dollars and units. Outline sales, advertising, promotion, and public relations
programs. Make sure the costs agree with those projected in the financial statements.
Section 8---Location Analysis
Provide a demographic analysis of consumers in-the-area of the proposed business as well as a traffic-pattern
analysis and vehicular and pedestrian counts. *Need to include social media what sites tend to be most
frequented!
Section 9---Appendix *(Recommend you include any visuals or charts here OR within plan!)
Include all marketing research on the product or service (off-the-shelf reports, article reprints, etc.) and other
information about the product concept or market size. Provide a bibliography of all the reference materials you
consulted. This section should demonstrate that the proposed company will not be entering a declining industry
or market segment. You may also include in additional visuals/pictures here as well---don’t forget to label…
--------------------------------------------------------------------------------------------------------------------------------------
*On separate page, attach at the end paragraph(s) of what you learned from this assignment. Be Thorough!