UNSTOPPABLE,
 
THE PROJECT
 
 
 
 
 
 
 
 
 
 
 
  
 
 
 
 
 
 
 
 
 
 
A dream written on a paper 
As we all know a startup business plan serves several purposes. It can help convince investors or
lenders to finance our project; it can persuade partners or key employees to join our company and most
importantly, it serves as a roadmap guiding the launch and growth of the project.

By writing this document we had the opportunity to carefully think through every step of starting our
project and prepare it for success. We had the chance to discover any weaknesses in our idea,
identifying opportunities we may not had considered and dealing with different challenges that appeared
in the way.

We have tried to make our business plan clear and concise. We hope it helps you getting the idea of
what we want to create and above all, if it has inspired you to start doing good for others or we have
awaken a part of you that wants to join the team and help we are more than satisfied with the tough work
put on this document and we will be so pleased to answer any questions you may have come up with.

Together we are even more ​unstoppable​.

 
   

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Company name 
Street address 1  
Street address 2 
3 
 
  
City, state, ZIP  
Business phone 
Website URL 
Email address 
   

4 
 
  

Confidentiality Agreement  
 

The undersigned reader acknowledges that any information provided by 

_________________________ in this business plan, other than information that is in the public 
domain, is confidential in nature, and that any disclosure or use of same by the reader may cause 
serious harm or damage to ________________________. Therefore, the undersigned agrees not to 
disclose it without express written permission from ________________________________.  

Upon request, the undersigned reader will immediately return this document to 
___________________________.  

___________________ 
Signature  

 
___________________ 
Name (typed or printed)  

 
___________________ 
Date  

 
 

5 
 
  
   

6 
 
  

Table of Contents 
 
Confidentiality Agreement 3
I. Instructions: Executive Summary 5
Executive Summary 6
II. Instructions: Company Description 7
Company Description Worksheet 8
III. Instructions: Products & Services 9
Product & Service Description Worksheet 10
IV. Instructions: Marketing Plan 11
SWOT Analysis Worksheet 12
Competitor Data Collection Plan 14
Competitive Analysis Worksheet 15
Marketing Expenses Strategy Chart 17
Pricing Strategy Worksheet 19
Distribution Channel Assessment Worksheet 21
V. Instructions: Operational Plan 23
VI. Instructions: Management & Organization 25
Management Worksheet 26
Organization Chart 27
VII. Instructions: Startup Expenses & Capitalization 28
VIII. Instructions: Financial Plan 29
IX. Instructions: Appendices 31
X. Instructions: Refining the Plan 32
Now That You’re (Almost) Finished . . . 34
 
   

7 
 
  

I. Instructions: Executive Summary 

 
The  Executive  Summary  is  often  the  only  part  that  a  prospective  investor  or  lender  reads  before deciding whether or 
not  to  read  the  rest  of  your  plan​.  ​After  reading  it  they  should  have  a  basic  understanding  being  excited  about  its 
potential​,  and  should  be  interested  enough  to  read  further.  We  hope  we  convey  our  enthusiasm  in  the  project 
idea and get you, reader, excited about it too.  
 
 
 
The Executive Summary will briefly explain:  
 
1. An overview of your business ​idea  
Unstoppable  is  our  dream  project which will help underprivileged children from the lowest casts “dalits 
or  untouchable”  to  have  an  opportunity  to  get  free  access  to  education  and  at  least  a  meal  a 
day. Women and men in the communities will also be helped by being offered some training in 
certain  jobs,  mental  and  emotional wellness and support, among others.  Empowering them to 
get  a  decent  quality  of  life  knowing  their  rights  and  their  personal  value  as individuals all living 
in this society is our goal as well. 
 
2. A  description  of  your  product  and/or  service.  (what  problems  are  you  solving  for  your  target 
customers) 
 
Our  product  in  this  case  is  the  school  building  where  it  will  all  begin.  Curricular  and  extra-curricular 
education  will  be  offered  and  our  main  goal  is  to  empower  individuals  by  giving  them 
education,  the  most  powerful  weapon  to  fight  for  their  future​.  Our  school  will  not  only  be  a 
primary  school  but  a  “school  of  life”  as  we  like  to  call  it,  as  emotional,  social  and  wellness 
activities  will  be  offered  so  we  can  all  grow  with  healthy  founds  and  get ready to change what 
we  don’t  like  in  the  society  by  being  strong  and clear with our desires and feelings. Most of the 
Untouchables  or  dalits,  if  not  all,  have  low  self  steam  due  to  the  low  cast  they  belong  to.  By 
working  on  feelings,  rights  and  mental  health  throughout  activities,  talks  and  others  we  will 
make  sure  self  steam  is  improved  and  once  that  is  reached,  one  becomes  more  sure  of  itself, 
and that  
security is key to development. 
 
3. Your  goals  for  the  business.  Where  do  you  expect  the  business  to  be in one year, three years, 
and five years?  
Our  goal  is  to  keep  growing  as  a  service  that  helps  the  community  making  sure  our  customers  are 
happy  and  healthy.  Hopefully  we  can  offer  our  services  to  more  communities  by  giving  them 
easy  access  to  us.  In  a  near  future  we  are  thinking  of  providing  internet  access  and  installing a 
projector to different remote villages so they can follow some of the activities online. We live in 
a  digital  era  and  we  cannot  stop  that.  By  using  technologies  the  right  way,  we  can  be  game 
changers  to  lots  of  lives.  We  believe  in  our  product  and  services  since  everything  made  with 
8 
 
  
love  and  with  the  intention  of  helping  others  cannot  be  wrong.  Hopefully  we  will  have  many 
volunteers  from  all  over  the  world  that  will  join us without the need of having to travel to India 
but being anywhere else and just being connected to a wifi and teaching our kids and women in 
the community. 
 
 
4. Your proposed target market.​ Who are your ideal customers?  
Our  school  will  be  open  to  all  children giving a special mention to dalits or untouchables as we want to 
help  them  in  the  educational  fields  being  the  ones  with  less  success  in  schools.  Men  and 
women  will  also  be  helped  and  the  school  will  be  an  open  space  to  grow  mentally  and 
physically healthy, giving a lot of importance to working on our emotions and self steam.  
 
5. Your  competition  and  what  differentiates  your  business.  Who  are  you  up  against,  and  what 
unique  selling  proposition  will  help  you  succeed?  There  are  other  NGOs  in  Bodhgaya  already 
doing  a  good  task  for  children.  We  want  to  be  another  one  helping those kids in need. What is 
going  to  differentiate  us  from  other  schools  is  the  fact  of  offering  extracurricular  education 
emphasizing  the  emotional  part  through  activities,  talks  and  others.  Women  will  also  be 
encouraged to join the school and its activities and have an active role in the community. 
 
6. Your  management  team  and  their  prior  experience.  What  do  they  bring  to  the  table  that  will 
give  your  business  a  competitive  edge?  Our  management  team  is  composed by the two main 
founders  (NGO  principal  for  9  years  in  India  and  English  teacher  in  a  government  primary 
school  in  Spain),  teachers  and  other  volunteers  all  with  the  best  intentions  and  good  skills  to 
teach  and  share.  Our  school  will  be  an  open space where everybody will be able to take part in 
by  sharing  what  they  do  best.  We  want  our workers to be enthusiastic, encouraging children to 
reach  their  goals  and  emphasizing  their  best  qualities. Experience to join the team is important 
but  what  is  mandatory  is  to  have  a  cheerful  attitude  capable  of  creating  and  empowering 
unstoppable kids.  
 
 
7. Financial  outlook  for  the  business.  ​If  you’re  using  the  business  plan  for  financing  purposes, 
explain  exactly  how  much  money  you  want,  how  you  will  use  it,  and  how  that  will  make  your 
business  more  profitable.  Financing  our  project  with  funds  is  the  main  challenge  especially  at 
the  beginning.  By  becoming  a  lender  or  sponsor  of  the  project  you  will  be  another  essential 
part  of  this team work all done to raise happy and healthy human beings that will be our future. 
At  the  beginning  we  will  need  the  biggest  amount  since  the  land  must  be  purchased  and  the 
school  built.  After  that  some  monthly  income  will  be  used  to  pay  for  salaries,  material  for  the 
kids,  furniture  and  other  expenses  the  school  will  have.  We  will  try  to  finance  our  school  by 
selling  some  of  the  products  the  adults  will  make,  but  that  must  be  studied  first.  We  have the 
biggest intentions and will put our heart in it.  
 
   

9 
 
  

Executive Summary 
(Write after you’ve completed the rest of the business plan.) 
   

10 
 
  

II. Instructions: Company Description 

 
This section explains the basic elements of your business. Include each of the below:  
 
1. Company mission statement 
“Unstoppable” is the name given to our school project. Our mission is helping children from low casts 
succeeding in studies and life. Emotions, feelings and self steam will be present during all the activities 
hold in the center and women and men in the community will be empowered by being given some 
training for jobs. 
 
2. Company philosophy and vision 
a. What values does our project live by? ​Honesty, integrity, fun​, i​ nnovation​ and ​community​ are 
values that are important to our ​philosophy​.  
b. When we talk about ​Vision​ we refer to the long-term outlook for our project. We would love to 
become a solid successful project leading students to great jobs in the future and most 
importantly raising happy healthy humans that know their rights. By having international 
volunteers and sponsors we would love to spread the love for children and get more and more 
people involved with the cause. Creating good karma serving the world and helping others. 
One of the essences of life is to express ourselves, through culture, 5 senses or higher 
consciousness we all can connect on these different levels and since everyone is good at 
something and “sharing is caring” we would love people will do the same by joining our team 
and becoming a family of “unstoppables”, spreading our word and work around the world. 
Selling the products made in the community and financing our center by that is another of our 
vision. Being able to create jobs and give people the opportunity to make a living out of what 
they do best. Attitude is the key of life, and we are going to work on that. 
 
3. Company goals 
Short-term goals:  
● To be able to teach kids and succeed on the wellness activities for body and soul.  
● Working on self steam is one of our main goals and being short or long term goals we want to 
see results. 
Long-term goals:  
● Leading our students to graduation, getting good jobs and living happy lives knowing their 
rights as human beings.  
● Being able to make a living out of our products made in the village by women.  
● Opening new centers in other parts of the country or even in other countries would be a 
long-term goal we hope to reach one day. 
 
4. Target market 
Our target consumers are basically all children. Children from low cast especially, since they struggle more to 
succeed in studies. Women in the villages are also our target since we want to empower them by 
offering some training in certain jobs, working on their social life bringing joy to their days. All 
community is free to join the activities held in the center but as we said women and low cast children 
will have priority. 
 
5. Industry  
11 
 
  
Our industry in this case is the education field. Our project will be as competitive as others already running 
since it is a school we are talking about. Each school has its philosophy and it is our customers that will 
choose us for how we work. We believe that everyone shines given the right light and in our project we 
will give this light to people joining it. Education plays an important role in our daily life worldwide and 
it is a field that will never end. We are going to move with education trends to be always updated. We 
believe in our product and we move in a comfortable industry. 
 
6. Legal structure  
a. Is your business a sole proprietorship, LLC, partnership or corporation? Why did you choose this 
particular form of business?  
b. Owners of the project will be all sponsors and active members joining the team. The project is 
directed by Hilda Zafra and Amar Singh, for any legal issues.  
 
   

12 
 
  

Company Description Worksheet 

 
Unstoppable 
Business Name 

Everyone shines given the right light 

Company Mission 
Statement 

 
Company 
Philosophy/ 
Values 

 
Company Vision 

   
  1. 
   
Goals & Milestones   
2. 
 
 
3.  
 
 
 
 
Target Market 

 
1. 
 
Industry/ 
2. 
Competitors 
 
 
3. 

13 
 
  
 

Legal Structure/ 
Ownership 

III. Instructions: Products & Services 

 
This section expands on the basic information about your products and services included in the Executive 
Summary and Company Description. Here are some items to consider:  
 
1. Your company’s products and/or services:​ Education and a meal a day will be offered for free to 
children as well as extra–curricular activities to work on mental and emotional wellness. Women in 
the community will be encouraged to join some of the activities and they will also be trained in 
some jobs. In a near future we would like to sell products made by our women in the village.  
2. The problem the product or service solves​: explaining why Bihar is one of the lowest states in 
school rates, explaining about the untouchables and few opportunities to success in studies., ​Every 
business needs to solve a problem that its customers face. Explain what the problem is and how 
your product or service solves it. What are its benefits, features and unique selling proposition? 
Yours won’t be the only solution (every business has competitors), but you need to explain why 
your solution is better than the others, targets a customer base your competitors are ignoring, or 
has some other characteristic that gives it a competitive edge.  
 
 
Include any product or service details, such as technical specifications, drawings, photos, patent documents 
and other support information, in the Appendices.  
 
After reading the Products & Services section, the reader should have a clear understanding of what your 
business does, what problem it solves for customers, and the unique selling proposition that makes it 
competitive. 
 
 
 
 
   

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Product & Service Description Worksheet 

 
Business   
Name 
 

Product/ 
Service Idea 

Special 
Benefits 

Unique 
Features 

Limits and 
Liabilities 

Production 
and Delivery 

Suppliers 

Intellectual   
Property 
Special 
Permits 

15 
 
  
 

Product/ 
Service 
Description 

 
   

16 
 
  

IV. Instructions: Marketing Plan  

 
This section provides details on our industry, target market, the competitive landscape and how we will market 
our project to customers.  
 
1. Market research 
 
There are two kinds of research: ​primary​ and ​secondary​. P
​ rimary​ market research is information you gather 
yourself. This could include going ​online or driving around town to identify competitors; interviewing or 
surveying people who fit the profile of your target customers; or doing traffic counts at a retail location you’re 
considering​.  
 
Secondary​ market research is information from sources such as trade organizations and journals, magazines 
and newspapers, ​Census data and demographic profiles​. You can find this information online, at libraries, from 
chambers of commerce, from vendors who sell to your industry or from government agencies.  
 
This section of your plan should explain: 
 
● The total size of your industry  
● Trends in the industry – is it growing or shrinking?  
● The total size of your target market, and what share is realistic for you to obtain 
● Trends in the target market – is it growing or shrinking? How are customer needs or preferences 
changing?  
 
2. Barriers to entry  
 
What barriers to entry does your startup face, and how do you plan to overcome them? Barriers to entry might 
include​: 
 
● High startup costs 
● High production costs 
● High marketing costs 
● Brand recognition challenges 
● Finding qualified employees 
● Need for specialized technology or patents 
● Tariffs and quotas  
● Unionization in your industry 
 
3. Threats and opportunities  
 
Once your business surmounts the barriers to entry you mentioned, what additional threats might it face? 
Explain how the following could affect your startup: 
 
● Changes in government regulations 
● Changes in technology 
● Changes in the economy 
17 
 
  
● Changes in your industry 
 
Use the S​ WOT Analysis Worksheet​ on the next page to identify your company’s weaknesses and potential threats, as 
well as its strengths and the potential opportunities you plan to exploit.  
   

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SWOT Analysis Worksheet  

 
 
   Strengths  Weaknesses  Opportunities  Threats 
Product/ Service         
Offering 

Brand/ Marketing         

Staff         

Finance         

Operations/         
Management 

Market         

Can any of your strengths help with improving your weaknesses or combating your threats? If so, please 
describe how below. 
  

Based on the information above, what are your immediate goals/next steps? 
  

Based on the information above, what are your long-term goals/next steps? 
  

 
   

19 
 
  
 
4. Product/service features and benefits  
 
In this section we will describe our services, being sure to focus on the customer’s point of view. For each 
product or service we will: 
 
● Describe the most important features. What is special about it?  
● Describe the most important benefits. What does it do for our customers?  
 
In this section, explain any after-sale services you plan to provide, such as: 
 
 
● Product delivery  ● Training 
● Warranty/guarantee  ● Refund policy 
● Service contracts   
● Ongoing support 
 
5. Target customer 
 
The target customer is also known as the i​ deal customer​ or ​buyer persona​. We have identified our target groups 
and have created a demographic profile for each group. 
 
 
Children 
● Age 
● Gender 
● Location 
● Income 
● Occupation 
● Education level 
 
 
 
Women 
 
● Age 
● Gender 
● Location 
● Income 
● Occupation 
● Education level 
 
Men 
 
● Age 
● Gender 
● Location 
● Income 
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● Occupation 
● Education level 
 
6. Key competitors  
 
One of the biggest mistakes you can make in a business plan is to claim you have “no competition.” Every 
business has competitors. Your plan must show that you’ve identified yours and understand how to 
differentiate your business. This section should:  
 
List key companies that compete with you (including names and locations), products that compete with yours 
and/or services that compete with yours. Do they compete across the board, or just for specific products, for 
certain customers or in certain geographic areas?  
 

Write about other NGOs in Bodhgaya 

Competitor Data Collection Plan 
 
     
 
Price 
 
 
 
 
     
 
Benefits/Features 
 
 
 
 
 
 
 
 
 
     
 
Size/profitability 
 
 
 
 
 
 
 
 
21 
 
  
 
 
 
     
 
Market strategy 
 
 
 
 
 
 
 
 
Once you’ve identified your major competitors, use t​ he Competitive Analysis Worksheet​ on the next page to compare 
your business to theirs.   

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Competitive Analysis Worksheet 

 
For each factor listed in the first column, assess whether you think it is a strength or a weakness (S or W) for 
your business and for your competitors. Then rank how important each factor is to your target customer on a 
scale of 1 to 5 (1 = very important; 5 = not very important). Use this information to explain your competitive 
advantages and disadvantages.  
 
Competitor  Importance to 
FACTOR  Me  Competitor B  Competitor C 
A  Customer 

Products           

Price           

Quality           

Selection           

Service           

Reliability           

Stability           

Expertise           

Company 
         
Reputation 

Location           

Appearance           

Sales Method           

Credit Policies           

Advertising           

Image           
 
7. Positioning/Niche 
 
Unstoppable, the project is a nongovernmental organization that is created to help children and women with 
fe opp   
23 
 
  
 
8. How you will market your product/service 
 
In this section, explain the marketing and advertising tactics you plan to use.  
 
Advertising may include: 
● Online 
● Print 
● Radio 
● Cable television 
● Out-of-home 
 
Which media will you advertise in, why and how often? Facebook, instagram 
 
Marketing may include:  
● Business website 
● Social media marketing 
● Email marketing 
● Mobile marketing 
● Search engine optimization 
● Content marketing 
● Print marketing materials (brochures, flyers, business cards) 
● Public relations 
● Trade shows 
● Networking 
● Word-of-mouth 
● Referrals 
 
What image do you want to project for your business brand?  
 
What design elements will you use to market your business? (This includes your logo, signage and interior 
design.) Explain how they’ll support your brand.  
 
9. Promotional budget  
 
How much do you plan to spend on the marketing and advertising outreach above: 
 
● Before startup (These numbers will go into your startup budget) 
● On an ongoing basis (These numbers will go into your operating plan budget) 
 
Use the M​ arketing Expenses Strategy Chart​ ​on the next page to help figure out the cost of reaching different target 
markets.  
 
   

24 
 
  

Marketing Expenses Strategy Chart 

 
 
  Target Market 1  Target Market 2  Target Market 3 
     

One-Time 
Expenses 

     

Monthly or Annual 
Expenses 

     

Labor Costs 

 
 
   

25 
 
  
10. Pricing ​( in our case DONATION?) 
 
We explained pricing briefly in the “Products & Services” section; now it’s time to go into more detail. How do 
you plan to set prices? Keep in mind that few small businesses can compete on price without hurting their 
profit margins. Instead of offering the lowest price, it’s better to go with an average price and compete on 
quality and service. 
 
● Does your pricing strategy reflect your positioning?  
● Compare your prices with your competitors’. Are they higher, lower or the same? Why? 
● How important is price to your customers? It may not be a deciding factor. 
● What will your customer service and credit policies be? 
   

26 
 
  

Pricing Strategy Worksheet 

 
 

Business Name 

Which of the following pricing strategies will you employ? Circle one. 

   
 
Value Based  Other: 
Cost Plus 
 
 
Based on your competitive 
The costs of making/obtaining your 
advantage and brand 
product or providing your service, 
(perceived value) 
plus enough to make a profit 

Provide an explanation of your pricing model selection. 

Include strategy info on your major product lines/service offerings. List industry/market practices and any 
considerations to be discussed with your mentor. 
 

27 
 
  
   

28 
 
  
11. Location or proposed location 
 
If you have a location picked out, explain why you believe this is a good location for your startup.  
 
If you haven’t chosen a location yet, explain what you’ll be looking for in a location and why, including: 
 
● Convenient location for customers 
● Adequate parking for employees and customers 
● Proximity to public transportation or major roads  
● Type of space (industrial, retail, etc.) 
● Types of businesses nearby 
 
Focus on the location of your building, not the physical building itself. You’ll discuss that later, in the Operations 
section.  
   

29 
 
  

Distribution Channel Assessment Worksheet 

 
Distribution Channel 1  Distribution Channel 2  Distribution Channel 3 
       

     

Ease of Entry 

     
Geographic 
Proximity 

     

Costs 

     
Competitors’ 
Positions 

     
Management 
Experience 

     
Staffing 
Capabilities 

     
Marketing 
Needs 

   

30 
 
  

V. Instructions: Operational Plan 

 
This section explains the daily operation of your business, including its location, equipment, personnel and 
processes. 
 
1. Production 
How will you will produce your product or deliver your service? Describe your production methods, the 
equipment you’ll use and how much it will cost to produce what you sell. 
 
2. Quality control 
How will you maintain consistency? Describe the quality control procedures you’ll use.  
 
3. Location  
Where is your business located? You briefly touched on this in the Company Overview. In this section, expand 
on that information with details such as: 
 
a. The size of your location 
b. The type of building (retail, industrial, commercial, etc.) 
c. Zoning restrictions 
d. Accessibility for customers, employees, suppliers and transportation if necessary  
e. Costs including rent, maintenance, utilities, insurance and any buildout or remodeling costs  
f. Utilities  
 
4. Legal environment 
What type of legal environment will your business operate in? How are you prepared to handle legal 
requirements? Include details such as: 
 
g. Any licenses and/or permits that are needed and whether you’ve obtained them 
h. Any trademarks, copyrights or patents that you have or are in the process of applying for  
i. The insurance coverage your business requires and how much it costs 
j. Any environmental, health or workplace regulations affecting your business 
k. Any special regulations affecting your industry  
l. Bonding requirements, if applicable 
 
5. Personnel 
What type of personnel will your business need? Explain details such as:  
 
m. What types of employees? Are there any licensing or educational requirements? 
n. How many employees will you need? 
o. Will you ever hire freelancers or independent contractors? 
p. Include job descriptions.  
q. What is the pay structure (hourly, salaried, base plus commission, etc.)? 
r. How do you plan to find qualified employees and contractors?  
s. What type of training is needed and how will you train employees?  
 
Download the ​Job Analysis Worksheet​ and use it​ ​to help you answer the questions above.  
31 
 
  
   

32 
 
  
6. Inventory  
If your business requires inventory, explain: 
 
● What kind of inventory will you keep on hand (raw materials, supplies, finished products)? 
● What will be the average value of inventory (in other words, how much are you investing in inventory)? 
● What rate of inventory turnover do you expect? How does this compare to industry averages? 
● Will you need more inventory than normal during certain seasons? (For instance, a retailer might need 
additional inventory for the holiday shopping season.) 
● What is your lead time for ordering inventory? 
 
7. Suppliers 
List your key suppliers, including: 
 
● Names, addresses, websites 
● Type and amount of inventory furnished 
● Their credit and delivery policies  
● History and reliability 
● Do you expect any supply shortages or short-term delivery problems? If so, how will you handle them? 
● Do you have more than one supplier for critical items (as a backup)? 
● Do you expect the cost of supplies to hold steady or fluctuate? If the latter, how will you deal with 
changing costs?  
● What are your suppliers’ payment terms?  
 
8. Credit policies 
If you plan to sell to customers on credit, explain: 
 
● Whether this is typical in your industry (do customers expect it)? 
● What your credit policies will be. How much credit will you extend? What are the criteria for extending 
credit?  
● How will you check new customers’ creditworthiness? 
● What credit terms will you offer? 
● Detail how much it will cost you to offer credit, and show that you’ve built these costs into your pricing 
structure.  
● How will you handle slow-paying customers? Explain your policies, such as when you will follow up on 
late payments, and when you will get an attorney or collections agency involved.  
 
After reading the Operational Plan section, the reader should understand how your business will operate on a 
day-to-day basis.  
   

33 
 
  

VI. Instructions: Management & Organization 

 
This section should give readers an understanding of the people behind your business, their roles and 
responsibilities, and their prior experience. If you’re using your business plan to get financing, know that 
investors and lenders carefully assess whether you have a qualified management team.  
 
1. Biographies 
Include brief biographies of the owner/s and key employees. Include resumes in the Appendix. Here, 
summarize your experience and those of your key employees in a few paragraphs per person. Focus on 
the prior experience and skills that have prepared your team to succeed in this business. If anyone has 
previous experience starting and growing a business, explain this in detail.  
 
2. Gaps 
Explain how you plan to fill in any gaps in management and/or experience. For instance, if you lack financial 
know-how, will you hire a CFO or retain an accountant? If you don’t have sales skills, will you hire an 
in-house sales manager or use outside sales reps?  
 
3. Advisors 
List the members of your professional/advisory support team, including: 
a. Attorney 
b. Accountant 
c. Board of directors 
d. Advisory board 
e. Insurance agent 
f. Consultants 
g. Banker 
h. Mentors and other advisors 
 
If they have experience or specializations that will increase your chances of success, explain. For instance, does 
your mentor have experience launching and growing a similar business?  
 
4. Organization Chart  
Develop and include an organization chart. This should include both roles that you’ve already filled and roles 
you plan to fill in the future.  
 
After reading the Management & Organization section, the reader should feel confident that you have a 
qualified team leading your business.   
 
Use the M
​ anagement Worksheet​ and O ​ rganization Chart​ on the next two pages to highlight your management team. 

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Management Worksheet  
 
 

 
 
Bio/s 
 
 
 
 
 
 
 
 

   
 
 
Gaps in 
Management or 
Experience 
 
 
 
 
 
 
 
 
 
 
   
 
 
Advisors 
 
 
 
 
 
 
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Organization Chart  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
   

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VII. Instructions: Startup Expenses & Capitalization 

 
In this section, detail the expenses involved in opening for business and how much capital you’ll need. (Do not 
include ongoing expenses after your business opens; those are listed in the Financial Plan.) Estimating startup 
expenses as accurately as possible helps you gather enough startup capital.  
 
● Start-Up Expenses  
How did you come up with these expenses? If you’ve secured or expect to secure loans, explain the source/s, 
amount/s and terms. If you’ve secured or expect to secure investors, explain how much each investor 
will contribute and what percentage of ownership each receives in return.  
 
Be sure to include extra capital for unexpected expenses. Opening a new business almost always ends up 
costing more than expected, and you need to be prepared. List this figure in the Start-Up Expenses 
template under “Reserve for Contingencies.” How much should you set aside for contingencies? You 
can talk to other business owners in your industry to get a ballpark figure. If you can’t come up with a 
figure this way, a good rule of thumb is to set aside 20% to 25% of your total startup costs for 
contingencies. 
 
 
● Personal Financial Statement 
If you are using the business plan to seek financing, include personal financial statements​ ​for each owner and 
each major stockholder. The personal financial statements should detail each person’s assets and 
liabilities outside of the business and their personal net worth. Investors and/or lenders typically expect 
business owners to use personal assets to finance a startup, and they’ll want to see how much capital 
you have available from your personal finances.  
 
After reading the Startup Expenses & Capitalization section, the reader should know how much money is 
needed to start the business and how well capitalized you are. 
   

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VIII. Instructions: Financial Plan 

 
Your financial plan is perhaps the most important element of your business plan. Lenders and investors will 
review it in detail. Developing your financial plan helps you set financial goals for your startup and assess its 
financing needs. Include the following: 
 
● 12-month profit & loss projection 
Also known as an i​ ncome statement​ or ​P&L​, the 12-month profit and loss projection is the centerpiece of your 
business plan. List your expenses, net profit before taxes, estimated taxes and net operating income.   
 
● Break-even calculation 
The break-even analysis projects the sales volume you need in order to cover your costs. In other words, when 
will the business break even? Use your profit and loss projections; enter your expected fixed and 
variable costs.  
 
You can even create a couple of different break-even analyses for different scenarios. For example, your 
payroll costs will vary depending on whether you hire full-time employees or use independent 
contractors. Creating different break-even analyses can help you determine the best option.  
 
● Use of capital  
If you’re using the business plan to seek financing from lenders or investors, provide a breakdown of how you 
will the capital and what results you expect. For example, perhaps you will use the money to buy new 
equipment and expect that to double your production capacity. 
 
After reading the Financial Plan section, the reader should understand the assumptions behind your financial 
projections and be able to judge whether these projections are realistic. 
 
   

39 
 
  

IX. Instructions: Appendices  

 
In this section you will find supporting documents, such as contracts or licenses. R ​ efer to them in the body of 
the plan so readers can find them if needed.  
 
Below are some elements many business owners include in their Appendices.  
 
1. Agreements (Leases, contracts, purchase orders, letters of intent, etc.) 
2. Intellectual property (trademarks, licenses, patents, etc.) 
3. Resumes of owners/key employees 
4. Advertising/marketing materials 
5. Public relations/publicity  
6. Blueprints/plans 
7. List of equipment  
8. Market research studies 
9. List of assets that can be used as collateral 
 
You can also include any other materials that will give readers a fuller picture of your business or support the 
projections and assumptions you make in your plan. For instance, y ​ ou might want to include photos of your 
proposed location​, illustrations or photos of a product you are patenting, or charts showing the projected 
growth of your market.  
 
   

40 
 
  

X. Instructions: Refining the Plan  

 
Modify your business plan for your specific needs, audience and industry. Here are some guidelines to help: 
 
For Raising Capital from Bankers  
 
Bankers want to know that you’ll be able to repay the loan. If the business plan is for bankers or other 
lenders, include: 
● How much money you’re seeking  
● How you’ll use the money 
● How that will make your business stronger 
● Requested repayment terms (number of years to repay) 
 
For Raising Capital from Investors  
 
Investors are looking for dramatic growth, and they expect to share in the rewards. If the business plan is 
for investors, include: 
● Investment amount you need short-term 
● Investment amount you’ll need in two to five years 
● How you’ll use the money and how that will help your business grow  
● Estimated return on investment 
● Exit strategy for investors (buyback, sale or IPO) 
● Percentage of ownership you will give investors 
● Milestones or conditions you will accept 
● Financial reporting you will provide to investors 
● How involved investors will be on the board or in management 
 
For a Manufacturing Business   
 
● Explain the operations involved in manufacturing your product/s. 
● What equipment is needed? What are the production/capacity limits of the equipment? 
● What are the production/capacity limits of the proposed physical plant? 
● Is specialized labor needed?  
● What raw materials do you need for manufacturing? Are there any special requirements for storing 
these?  
● What quality control procedures will you use?  
● How will you manage inventory levels? 
● What is your supply chain? 
● Explain any new products you’re developing, or products you plan to begin developing after startup.  
 
For a Service Business   
 
● Explain your prices and the methods used to set them.  
● What systems and processes will you use for ensuring consistent delivery of services?   
● What quality control procedures will you use? 
● How will you measure employee productivity? 
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● Will you subcontract any work to other businesses? If so, what percentage of work will be 
subcontracted? Will you make a profit on subcontracting? 
● Explain your credit, payment and collections policies and procedures.  
● How will you maintain your client base and get long-term contracts?  
● Explain any new services you’re developing or services you plan to add after startup.  
For a Retail Business 
 
● List specific brands you plan to carry that will give you a competitive advantage. 
● How will you manage inventory? What inventory management software will you use? 
● What forms of payment will you accept? What payment processing service will you use?  
● What point-of-sale software and hardware will you use?  
● Explain your markup policies. Your prices should be profitable, competitive and in line with your brand.  
● Initial inventory level: Find the industry average annual inventory turnover rate (available in the R
​ MA 
book). Multiply your initial inventory investment by the average turnover rate. The result should be at 
least equal to your projected first year's cost of goods sold. If not, you may need to budget more for 
startup inventory. 
● What are your customer service policies?  
● How will you handle returns and exchanges?  
● Will your retail store also have an ecommerce site, or is one planned for the future?  
 
For an Ecommerce Business   
 
● Will you sell a physical product, a service, a digital product (such as eBooks) or some combination of 
these? 
● If you’re selling physical products, how will you brand and package them? 
● Will you sell on your own website, online marketplaces (such as Amazon) or both? 
● What technology providers and platforms will you use to run your ecommerce site? 
o Web hosting service 
o Web design service 
o Shopping cart provider 
o Payment processing service 
o Fulfillment & shipping services 
o Email marketing services  
● Can the solutions you’ve chosen quickly scale up or down as needed? 
● Where will you get your products? Will you manufacture them in-house, buy them from 
manufacturers or use drop shippers?  
● How will you handle returns and exchanges?   
● What are your customer service policies? How will you provide customer service?  
● Will you use any proprietary technology of your own and if so, what advantages does that give you?  
 
For a Software or SaaS business  
 
● What is your pricing structure? Will you use a free trial, “freemium” or paid business model?  
● If you offer free services or a free trial option, how will you upsell customers to a payment model? 
What percentage of customers are expected to become paying customers?  
● Have you tested your software? Are any “early adopters” already using the product?  
● How will you encourage long-term contracts in order to create recurring revenues?  
● How will you manage rapidly changing markets, technologies and costs? 
42 
 
  
● How will you keep your company competitive? 
● Will you use in-house developers or outsource this function?  
● How will you provide customer support?  
● How will you retain key personnel?  
● Are you using any proprietary or exclusive software that will give you a competitive edge? 
● How will you protect your intellectual property?  
● What additional products or updates to current products are you planning after launch?  
 

Now That You are (Almost) Finished . . . 

 
Remember to go back, and complete the ​Executive Summary​.  
 
 

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