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Required Sections

The executive summary

This section appears first but is written last. It simply relates, in an abbreviated form the conclusions of every section of the planes every section of the plan. As a rule of thumb it should be two pages or fewer

Company description

This section states the name of the business and describes what the business will do. State the vision and mission of the business; company goals and objectives. Describe the product/service you will deal in. State the legal form e.g. sole proprietorship, partnership, company limited etc and when it was formed or will be formed. Describe your most important company strengths and core competencies. What factors will make the company succeed? What do you think your major competitive strengths will be? What background experience, skills, and strengths do you personally bring to this new venture?

Industry analysis and trends

Every business operates within the larger classification of an industry. State the industry and key trends in it. Think of your industry as those companies providing products and services similar to yours. Any business that falls between the supplier of raw materials to the end of the distribution channel for your type of product or service are part of your industry.

Target market

Clearly identify the current and prospective buyers of your Company’s products and/or services. The goal is to define your customer base as specifically as possible both quantitatively and qualitatively. What is the market size, the demographics (ages, gender etc) geography(location of customers), buying behavior etc


What products and companies will compete with you? What are the key strengths and weaknesses of your competitors? How do you plan to outcompete them? What is your estimated market share?

Strategic position and risk management

State how you think you will be different from the competition. What risks do you anticipate and how will you manage them

Marketing plan and sales strategy

How will you market your product/service? How will you reach the customers (directly, through agents, retailers etc). How will you price and promote/advertise? What are the unique features of your product?


Describe how the business will be run; explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment.

Technology plan

What technology will you use and how will you use it? What will be your technology needs and how will you fulfil/meet them?

Management and organization

Describe the management team: their numbers, qualifications, salaries etc. draw a management structure.

Community development and social responsibility

How will your business relate to the community? What will be your social responsibility? State the core values of the business and how you will uphold them

Development milestones and exit plan

What are the long term plans of the business? What is your growth plan? What major achievements do you plan for the business?

The financials

Estimate your incomes and cash flows. Do an annual projected income statement and cash flow projection.

The plan’s appendix

Include appendices if any