Non-disclosure
1.0 Executive Summary
1.1 Mission Statement
1.2 The Enterprise
1.3 Key Personnel
1.4 The Market
1.5 The Offering
1.6 Marketing Strategy
1.7 Competition
1.8 Projections
1.9 Resource Requirements
1.10 Key Issues
2.0 The Enterprise
2.1 Objectives
2.2 History
2.3 Organization
2.3.1 Key Personnel
2.3.2 Personnel Count
2.4 Operations
2.5 The Future
3.0 The Market
3.1 Market Segments
3.2 Prospects
3.3 Prospect Objectives
3.4 Segmentation
3.5 Size
3.6 Environment
3.7 Alternatives
4.0 The Offering
4.1 Description
4.2 Market Status
4.3 Value
4.4 Cost to Produce
4.5 Support
5.0 Marketing Strategy
5.1 Targets
5.2 Image
5.3 Promotion
5.3.1 Internet Web Site
5.3.2 Publicity
5.3.3 Advertising
5.4 Pricing
5.5 Sales
5.6 Distribution
5.7 Logistics
5.8 Support
6.0 Competitive Analysis
7.0 Development Program
7.1 Objectives
7.2 Organization
7.3 Market Status
7.4 Schedules
7.5 Technology
8.0 Operations / Production
8.1 Organization
8.2 Suppliers
8.3 Sub-contractors
8.4 Technology
8.5 Quality
8.6 Inventory
9.0 Investment Capital
9.1 Initial Funding
9.2 Use of Funds
9.3 Return on Investment
10.0 Historical Financials
10.1 Income Statement
10.2 Balance Sheet
10.3 Cash Flow
11.0 Financial Projections
11.1 Year One Income Statement
11.2 Year Two Income Statement
11.3 Five Year Income Statement
11.4 Year One Cash Flow
11.5 Year Two Cash Flow
11.6 Five Year Cash Flow
11.7 Balance Sheet
12.0 Financial Alternatives
12.1 Best Case
12.2 Worst Case
13.0 Financial Addendums
13.1 Assumptions
13.2 Ratios
13.3 Income Statement Comparison
13.4 Balance Sheet Comparison
Business Plan Charts
Tutorial
3.2 Prospects
Explanation
Create a spreadsheet containing a list of descriptive names for each of the specific market segments you will be targeting for your marketing efforts. Show the percent of your total revenue that each segment represents. They may be some of the same segments you described earlier or you may plan to create a new segment. The total of the percentages should be 100% of your revenue. If you are using business plan software to write your plan, this will be handled for you automatically.If you are selling business to business (B2B) some examples might be:
Job position/responsibility
Examples of offerings might be planning software for managers or cleaning agents for maintenance managers.
Future potential
A good example is how Apple Computer supplied products to schools at all levels to condition students graduating into the marketplace.
Ability to make a quick purchase decision
Targeting individual purchasers (EG: product manager or HR manager) versus business committees can significantly reduce marketing expense and increase the probability of a quick close.
Need for customization
Offerings such as police cars or busses to city governments or specialized computer systems for specific departments fall into this category.
Product or service application to a business function
Examples are specific departments responsible for data processing, accounting, human resources or plant maintenance.
If you are selling to individual consumers some examples might be
Physical Size
Offerings might be big men's clothing, golf clubs for shorter players, etc.
Time related factors
You may be able to target vacationers in summer, impulse buyers during the holidays or commuters at 7AM.
Demographics/culture/religion
Ethnic products would fall into this category.
Gender
Product examples are scarves for women, ties for men, etc.
Age
Product examples are toys for children, jewelry for women, etc.
Special Interests
You could target cat lovers, science fiction readers, jazz music collectors, etc.
Accessibility
Because the individual is more difficult to reach you may want to segment by urban versus rural, train commuters, people who read Wall Street Journal, etc.
Need for specific information
Based on features or content of your offering you can target a market segment. A product might be books on how to start a business or a service might be seminars on how to quit smoking.
Sample from CitiLoc, Inc.
