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Content of a business plan

STARTUPS.IT has developed the TAKE-OFF concept to help develop your business plan. By following this guideline you can be sure to cover all the important topics.

A good business plan should be structured in a clear way and contain all the most important topics. We provide an example of a typical structure of a business plan.

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Management Summary

Short form of the business plan: business idea, business strategy, market services, team, financial requirements etc.


Your company

Development to date: founders, date of incorporation, development, success (for existing businesses only).

Current situation: legal and ownership structure, key figures.

Further information depending on financial environment: financing of formation, expansion, acquisition and turnaround financing, as well as successor regulation.



Overview of the market: market analysis, customer structure, purchase incentives.

Own market position: canvassed market segments, target customer groups, sale channels.

Market evaluation: market trends, estimated growth rate of target markets, barriers to entry.



Competitive businesses: name, location, target markets, market position, strengths and weaknesses of main competitors.

Competitive products: range of products, properties, additional services, strengths and weaknesses of competitive products.



Location: business domicile, advantages and disadvantages of chosen location.

Production: in-house or outsourced production, purchase of merchandise and material.

Administration: structure of administration, organisation of accounting, IT and office infrastructure.



Presentation of market segments: target markets and customer groups.

Market canvassing: sales, advertising/events/promotion, distribution.

Details on product-range, product, service and pricing strategy.

Sales targets: budgeted sales volume or revenues from services per market segment for the next five years, planned market shares in the respective market segments.


Risk analysis

Internal risks: management, production, marketing and finances.

External risks: economical, ecological, legal and social areas.

Roadmap: set goals with an indicative timeline in terms of production and the market, the break-even point analysis.


Financial planning

Short-term and long-term financial planning: determination of financial requirements by means of budgeted balance sheet, budgeted income statement and budgeted cash flow statement.

Furthermore, liquidity needs to be planned.



Accompanying information: Curriculum Vitae of the entrepreneurial team, detailed calculations and analysis to the assumptions, information brochures of products or services, etc.