Step-by-Step Guide to Crafting a Business Plan Effectively

Did you know that crafting a business plan is one of the most important things you can do to ensure business success? While putting pen to paper can be challenging, writing everything down helps reinforce your goals, allows you to think through potential outcomes, and helps keep you focused. In other words, the exercise is just as important as the finished result. On this page, we’ll walk you through the basics of crafting a business plan, individual activities to complete, and practical steps for success so you can start developing a custom business plan right away.

Business Plans 101: The Secret to Business Excellence

Before we get into the steps involved in crafting a business plan, let’s briefly go over what a business plan is and why having one is key to mastering business success.

Business Plan Definition

A business plan can be seen as a roadmap for your business. It outlines where you are now, where you want to go, and how you plan to get there.

Why Creating a Business Plan is Essential

More than half of all businesses do not have a formal business plan, research presented by MarketingTech shows. If you don’t have one yet either, you’re not alone, but there are many reasons to get one on paper as soon as possible.

• Visibility: Entrepreneurs who create formal plans are 16 percent more likely to achieve visibility, Harvard Business Review (HBR) reports. This can impact everything from customer relationships to funding options and potential partnerships.
• Survival: Just five in ten businesses survive five years, according to Excellent Business Plans. Of those that make it, 70 percent have a business plan.
• Action: Entrepreneurs with a business plan are 152 percent more likely to launch their startup, per Bplans. They’re also 271 percent more likely to close one, which indicates they have a greater understanding of when something isn’t going to work and why, allowing them to funnel their resources into a more viable option.
• Funding: Many lenders request a copy of your business plan as part of a business financing application.
• Growth: Writing plans down is key to transforming ideas into action. Companies that plan grow 30 percent faster than their counterparts, according to Bplans.

Traditional vs. Lean Startup Business Planning

There are two primary types of business plans: traditional business plans and lean startup plans.

• Traditional Business Plans: Traditional plans are detailed and comprehensive.
• Lean Startup Business Plans: Lean startup plans are more of a high-level overview, designed to be adjusted often as the business grows.

We’ll focus on traditional business plans in this guide, as it’s the type most businesses require and will be the type lenders expect if you’re trying to obtain financing.

Essential Components of a Traditional Business Plan

Although there may be slight variations from one business plan to the next, most include the components outlined below.

• Executive Summary: The summary is a brief overview of everything contained in your plan.
• Company Description: The description outlines what your business does and what differentiates it.
• Market Analysis: The market analysis section includes research on your industry, target audience, and competitors.
• Organization and Management: This section outlines the overall structure of your company and its leadership.
• Products and Services: Details about what your company offers and the benefits your customers receive go in the products and services section.
• Customer Segments: As part of the exercise, you’ll break down your customer base into distinct groups or segments.
• Marketing and Sales Plan: This section outlines how you promote and sell your offerings.
• Logistics and Operations: In this section, you’ll outline exactly what your business does every day and how it manages resources.
• Financial Details: Financials cover a broad range, including current standings and projections.
• Funding Needs: If you’re seeking funding, you’ll also need to explain how much funding your business needs, how you plan to use it, and how your business will benefit.

Step-by-Step Guide to Crafting a Business Plan

Now that we’ve covered the basics, let’s review each step in greater detail.

1. Create an Executive Summary

The executive summary is like an elevator pitch of your business plan. It’s a concise overview of the entire plan, highlighting critical aspects like what you do, where you’re going, and how you plan to get there. Unless your business is complicated, the executive summary is typically no more than one page.

Although the executive summary is the first page of your business plan, you’ll generally write it last because it’s easier to summarize everything once you’ve worked out the details.

2. Describe Your Company

When describing your company, you want to paint a clear picture of what your business is about. Draft it out in a way that makes it easy for anyone to understand your business, even if they’ve never heard of you before. This section should cover basics such as:

• Company Name
• Structure (Sole proprietorship, partnership, LLC, etc.)
• Location
• Industry
• Mission
• Goals
• What You Offer
• Who Your Customers Are
• What Sets You Apart from Competitors
• History and Major Milestones

3. Analyze Your Market

This is one of the most critical sections of your business plan, as you’re proving that there’s a real demand for your business and that you understand the landscape you’re entering. It should touch on the areas outlined below.

Industry Research

Start by providing an overview of your industry. Note whether it’s growing or shrinking and discuss any trends or challenges. Include relevant statistics from credible sources.

Market Research

Next, zero in on your target market. Include demographics, such as age, income, and location, as well as psychographics, like interests and pain points. Explain how large this market is and how much of it you can realistically capture. If you have studies or surveys to back up your claims, include these as well.

Competitor Research

Lastly, assess your competition. Note who your competitors are and what they’re doing well, as well as any gaps they may be leaving that you can fill. This exercise is called a SWOT analysis (strengths, weaknesses, opportunities, and threats).

4. Outline Your Business’s Management and Organization

This step is about showing how your business is structured and who runs the show. Investors, lenders, and partners want to know that the right people are in place to execute the plan.

Organization Structure

Start by outlining your business’s legal structure. Note who holds essential roles and how your team fits together. If necessary, include an organizational chart showing your team’s hierarchy from leadership down.

Management Team

Next, cover your leadership and management team. Highlight the experience and expertise of each key player. Include each person’s role, qualifications, and what they bring to the table.

Gaps

If you’re still trying to fill critical roles, be honest. Explain any gaps and your plan for filling them. Showing awareness of your team’s needs and how you’ll solve them can boost credibility by demonstrating that you’re thinking ahead.

5. Write Out Your Products and Services

In the products and services section, you’re giving a detailed overview of what your business offers. This is where you explain the value you bring to your customers and why they should choose you over anyone else.

What You Offer

Start by listing and describing your main products or services. Be specific and cover the features and benefits. If you sell physical products, describe the design, function, and how they solve a problem. If you offer services, explain precisely what clients get when they hire you.

Pricing Strategy

Next, discuss your pricing strategy. Outline how you price your products or services compared to competitors. If relevant, explain any pricing models like subscriptions, hourly rates, or per-unit costs.

Value Proposition

This is where you want to emphasize your unique selling points. Consider what makes your offerings better or different from what’s already out there. For instance, maybe your quality is superior, you deliver faster results, or your solution is more affordable.

6. Segment Your Customers

Segmenting your customers is about breaking down your target market into distinct groups so you can tailor your message and offerings to each one. This step helps you understand who your customers are, what they need, and how to reach them effectively.

Demographic Segmentation

Start by looking at demographic factors like age, gender, income, education level, and occupation. For example, if you’re selling luxury products, you’ll likely target high-income earners. If you’re offering a service for small businesses, you’ll likely focus on business owners or managers. This helps you identify who your core customers are and what they value.

Geographic Segmentation

Next, consider the location of your customers. Are you targeting a local, national, or global market? Geographic segmentation helps you adjust your strategies based on where your customers live.

Psychographic Segmentation

This digs deeper into your customers’ lifestyles, values, and attitudes. Understanding their motivations can help you tailor your messaging.

Behavioral Segmentation

Lastly, look at behaviors like purchase habits, brand loyalty, and product usage. Behavioral segmentation allows you to focus on how customers interact with your brand, so you can target them more effectively.

7. Make a Marketing and Sales Plan

Your sales and marketing plan is where you outline how you’ll attract and retain customers. This section helps connect the dots between your product and your target market. It’s vital in showing how you plan to generate revenue.

Marketing Strategy

Start by identifying the channels you’ll use to reach your audience, including digital marketing activities such as SEO, content marketing, social media marketing, and email marketing, as well as traditional channels like print and partnerships. Explain why these strategies are the best fit for your business based on your customer segmentation. You’ll also want to talk about your messaging, including your value proposition.

Promotional Plan

Detail your promotions and advertising. Will you run special offers, discounts, or seasonal sales? If you plan to use paid advertising, outline your budget and goals. If you plan to launch, explain how you’ll create buzz and excite people about your product or service.

Sales Strategy

Next, explain how you’ll close deals. Outline your sales process and the structure of your sales team. It’s also helpful to mention any technology you’ll use to track processes and manage relationships, such as customer relationship management (CRM) software.

Customer Retention

It costs up to 25 times more to attract a new customer than to retain one, HBR reports. Use this section to outline how you’ll encourage repeat business. Loyalty programs, personalized offers, and even customer support will fit into this category.

8. Develop a Logistics and Operations Plan

Your logistics and operations plan outlines how your business will run daily, from sourcing materials to delivering products or services to your customers. It’s all about showing how you’ll achieve operational excellence and keep things running smoothly.

Supply Chain Management

Start by outlining how you’ll source materials or inventory. Make a note of your suppliers and lead times. If you’re providing a service, explain what tools, software, or third-party vendors you’ll rely on.

Production or Service Delivery

Next, outline your production process or how you’ll deliver services. What’s your timeline from start to finish? For product-based businesses, this might include manufacturing, packaging, and shipping. For service-based businesses, describe how you’ll onboard clients and fulfill their needs. Your goal here is to demonstrate that you have systems in place that promote efficiency and productivity.

Location and Facilities

Talk about where your business operates. If you’re running an online business or working remotely, describe how you manage operations without a central office.

Technology and Equipment

Cover any technology, tools, or equipment you’ll use to streamline operations. This could include anything from point-of-sale (POS) systems to inventory management software, automated customer service tools, or even vehicles.

Staffing and Roles

Finally, address your staffing needs and who will handle different aspects of your operations. Explain how your team will support operations and ensure everything runs smoothly.

9. Gather Metrics and Establish Financial Projections

Gathering metrics and establishing financial projections is where you demonstrate that your business is financially viable. This section shows that you’ve done the math and have realistic expectations for growth and profitability.

Key Metrics

First, identify the key metrics you use to track your business’s success. These could include sales revenue, customer acquisition costs (CAC), customer lifetime value (CLV), profit margins, or recurring revenue.

Financial Projections

Next, lay out your financial projections for the next three to five years. This includes your projected income statement, cash flow statement, cash flow projections, and balance sheet. Be sure to include both best-case and worst-case scenarios. You want to show that your business can withstand challenges and remain profitable. Your projections should be based on solid financial planning, taking into account market research, pricing strategies, and expected growth rates.

Budgeting

A vital part of this section is budgeting. Outline your expected costs, including fixed costs like rent and salaries and variable costs such as materials and marketing. Show that you clearly understand your expenses and have allocated funds to cover them.

10. Explain Funding Needs (Optional)

Most businesses require working capital at some point in time or another. If your financial section identifies gaps in capital and you plan to seek external funding, it’s a good idea to create a special section that covers your needs and plan.

How Much Funding You Need

Start by determining exactly how much funding your business will need. While the business plan may already include all the information required to provide an accurate estimate, be prepared to perform additional research as needed.

When You Need It

Next, outline your timeline. Will you need the funds upfront, or will it be a staged investment over time? Perhaps you need an initial infusion to get things off the ground or additional capital at key growth milestones. Explaining the timing helps demonstrate you have a clear financial plan.

How You’ll Use the Funding

Break down exactly how you’ll use the money. For instance, are you using it for product development, expanding your team, marketing, or covering operational costs? What activities will the money pay for? Showing a detailed plan can give investors confidence that the funds will be used wisely and strategically to drive growth.

Funding Choices and Contingency Plans

Clearly state what types of funding you’ll seek and why you’re choosing that specific method. Because most businesses don’t receive all the funding they request, and many are outright denied for common types of funding like loans, it’s also a good idea to explain what other types of funding you will seek or how you’ll modify your business plan if the funds do not come through.

For instance, some businesses choose invoice factoring for all their funding requirements. Factoring involves selling invoices at a slight discount in order to receive most of an invoice’s value upfront. Because it’s easier to qualify for factoring than it is to obtain a loan, it works well for businesses that are new, don’t have a strong credit score, or can’t qualify for a loan.

Others sign up for factoring services but only leverage them to fill gaps left by traditional funding methods. For instance, if a specific initiative requires a $50,000 cash injection, and the business only qualified for a $25,000 loan, the company might factor a $30,000 invoice to cover the gap.

Outlining your plan this way can provide you with peace of mind and give lenders confidence that, even if they can’t fund your entire plan, you’ll still make good use of any funding they provide, and they’ll see returns.

Improve Your Business Planning with Invoice Factoring

Factoring is an accessible form of business funding that works well for all stages of growth, whether you need to cover operational expenses or kickstart expansion plans. If you want to ensure your business is prepared, request a complimentary factoring quote from Viva Capital.