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How to write a business plan

What is a business plan, what to include in your business plan, guides and templates, more information on starting a business.

A business plan is a document that outlines your business goals and how you expect to achieve them. If you are starting a business, you will need a business plan to approach a financial institution for a loan, apply for a small business grant, or pitch to investors.

There is no standard format when writing a business plan. You can include any information that you consider important for your business. It is recommended that at a minimum, your business plan should include:

An executive summary

This is where you describe your business and why you think it will succeed. It must show that a market exists for your product or service. You should explain how you plan to market the business to customers.

Your business and products

This section should include your main products and services, the legal status of the business and your long-term business goals.

Market research

Include any market analysis you have completed and your sales strategy. You should also include the price of your product or services.

Management and organisation structure

This section should include an outline of the management structure of the business. Include any requirements in terms of staff, equipment and machinery.

Financial plan

This section should include projections for expected income and costs, and your funding requirements.

There is no fixed template for setting out your business plan. Each bank or support institution may have their own template.

You can use the outline of a business plan for start-ups and micro businesses on the Local Enterprise Office website.

You can also go to Enterprise Ireland for information on business strategy frameworks .

Teagasc has a workbook to help prospective farmers organise their ideas , before they develop a full business plan.

Find more guides and supports for developing a business plan from the following organisations:

  • Local Enterprise Office
  • Failte Ireland (pdf)

You may also want to get advice from the representative body for your specific sector .

Read about how to decide on the legal structure of your business and how to get funding .

You may also want to read about registering your business name , and how to pay tax as a self-employed person .

See a list of websites, organisations and public bodies who can give information on starting a business .

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Related documents

  • Starting a business when you return to Ireland Overview of information to help you start a business when you return to Ireland. 2095.7698
  • How to support or object to a planning application with a local authority It is possible for anyone to support or object to a planning application with a local authority. Find out how to make a submission or observation. 2038.7474
  • Step-by-step guide to setting up a business in Ireland Find out how to set up a business in Ireland, from writing a business plan to hiring employees. 1998.9755

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How to write a great business plan

If you have a great business idea, write it down. if you want to grow your business, you also need a plan..

If you have a great business idea, the first step is to write it down.

Then you’ll need a  Business Model Canvas to flesh out the idea. Download your free canvas  now.

Later, you will need a full business plan template. Download a free, easy-to-use:

You need a plan to raise investment

Your business plan should cover objectives, sales, strategies, marketing and financial forecasts, over a short to long-term period.

It is useful to remember that using a business plan can help you to hone your business idea, as well as set goals and track your progress.

Your plan should be time-specific, and you should reference it regularly. Investors, lenders and State bodies want to see convincing details in your plan.

  • Describe what you intend to do simply and clearly
  • The problem you are planning to solve for the customer 
  • How well you articulate the “value proposition”
  • Identify the market segment you plan to operate in 
  • How you plan to get your product to market (“the route to market”)
  • Your business model
  • You have a good understanding of the competitive landscape
  • Terms like “value proposition” and “route to market” are explained in more detail in the  ThinkBusiness guide to a marketing plan.   

What do I put in my business plan?

So what does a business plan look like, and why is it important? Every plan should have a solid structure. There are a number of elements to a business plan that you must cover.

Cover and confidentiality clause

Ensure the cover of your plan carries your branding and maybe even a photograph of your product.

It is always good practice to include a confidentiality clause. You should ask the recipient to sign this, as you need to ensure that sensitive information included in the business plan is treated confidentially.

Executive summary

This is a brief summary of your business plan, explaining all the relevant sections succinctly. You will only know the content of your executive summary after you have considered all elements of your business’s operations, so complete this section last.

An executive summary is important because it gives banks and prospective investors a quick insight into what your business is all about, and gives them the impetus to consider your business plan in more depth.

Many business owners miss out on investment because the executive summary doesn’t grab people’s attention. Failing to take the time to write a snappy and informative executive summary could cost you in the long run.

Company description

There are a number of factors to include in this section of your business plan, including:

  • Shareholder and promoter information
  • Adviser information
  • Legal status of the business
  • Main products and/or services
  • Long-term aim

Your company description is important because it will show you have a clear understanding of what it is you’re trying to sell, the supports you’ve identified to help, and your interpretation of how the business will perform.

Your long-term aim will be your overall target, and your goals will pinpoint how you will get there. As with all sections of the plan, ensure your language is clear and easy to follow.

Market analysis

Here, you will complete different analyses, such as the PESTLE analysis and the SWOT analysis. These cover political, economic, social, technological, legal and environmental factors; and the business’s strengths, weaknesses, opportunities and threats, respectively.

Marketing and sales

This section covers areas, such as:

  • Customer trends and opportunities
  • Marketing and sales strategy
  • Customer service

This is important, because it gives you the chance to delve deeper into who it is you’ll actually be selling to, how exactly you’ll do it, and how you’ll create awareness for your product or service. There is no room for waffle here, as experienced professionals will spot it a mile away. Be clear and concise, and do not include any unrealistic projections.

This identifies the key players in your business, along with a hierarchical structure, if applicable. Identify the main senior members of the business here, and use the chart provided to establish the people that report to those senior staff members, if it is relevant.

Remember to identify any mentors that have helped you, and give some context to explain their involvement, such as their link to your sector and their experience. Including this section will show that you have others involved, preferably those with complementary skills to yours.

Early-stage investors are looking for businesses where the founders have a strong track record and “domain knowledge” in the market segment they are addressing. For example, a founder with experience in a specific area of enterprise software is likely to have an edge on an individual who might have technical skills but doesn’t know about that niche. 

Investors also like to see teams where there is a good combination of skills or where there are gaps through which external advisers or mentors can help.

R&D and business assets

Include any R&D funding and detailed information on business assets here. This will show the interest your business has already generated, along with its value.

If you are a start-up and your business plan is about trying to secure investment, you need to describe how your product or service is different and how it will enable you to complete. Investors will be looking at whether your product or service is indeed innovative and whether it is “defensible” against others in the marketplace. 

In reality, it is unrealistic to expect that any new product or service will be the first to market, but that doesn’t mean it can’t be innovative.  What investors are looking for is whether you have a fair chance to compete.

Financial forecasting

A critical part of your plan, this section includes details of your loans, security and guarantees, internally generated capital and other funding. You should include both historic and projected cashflow statements, balance sheets and profit and loss accounts.

Include the financial assumptions on which your plan is based, including the cost of sales, overheads and investment, and include a sensitivity analysis to track any changes to these projections. See the ThinkBusiness.ie sensitivity analysis template  to help you. Any funding requirements should also be included.

Financial projections are a crucial part of your plan. Investors and banks will scrutinise these figures and make a judgment call on whether they are credible or not, so you will need to be able to justify the assumptions you make.

If you are seeking equity or bank finance, you might consider including a roadmap on how you plan to meet your commercial goals, showing the investment you will need. Your roadmap should have milestones that are clear, achievable and measureable.

3 Action Points

  • Prepare your plan carefully. Do your research and write the plan well. Make sure it presents your business in the best light.
  • Seek advice. If you have any reservations, seek advice from a professional who can help. Your Local Enterprise Office or Enterprise Ireland could also be in a position to offer guidance.
  • Know the pitfalls. If you are aware of what might go wrong, you’ll be in a better position to write a solid plan.

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CMYCMMYCYCMYK<strong>Business</strong> <strong>Plan</strong> <strong>Template</strong>

<strong>Business</strong> detailsProduct/service detailsMain business activitiesDescribe the primary activities <strong>of</strong> your businessProduct or service typeDescribe the product/service in detail<strong>Business</strong> objectivesOutline the reasons for writing this business planand what you hope to achieveKey benefits <strong>of</strong>product/serviceDetail how this product/service will meetthe needs <strong>of</strong> potential customersLegal form <strong>of</strong> businessExample - Sole trader/partnership/limited company etcMarket detailsKey people detailsOutline why this key person(s) is important to the businessTarget marketPr<strong>of</strong>ile your target market, e.g. age, gender, marital status, etcAccountant detailsDelivery channelsHow will your product/service be delivered to your target market,e.g. retail outlet, online distribution, etcNumber <strong>of</strong> employeesYear 1:CompetitorsOutline the strengths and weaknesses <strong>of</strong> your main competitor(s)Year 2:Promotion/marketingHow will you promote/advertise your product(s)/serviceResults <strong>of</strong> feasibilitystudy undertakenDisplay results from your market research,e.g. talking to potential clients, researching the market, etc

Financial detailsNotesSales (year 1)Sales (year 2)Credit termsExpected level <strong>of</strong> sales year 1:Expected level <strong>of</strong> sales year 2:Specify your plan to <strong>of</strong>fer credit to customers andif so over what period <strong>of</strong> time, e.g. 30 days, 60 days, etcPremisesAre your premises owned, rented or are you yet to find a premises?What is the location if known and the financial details, e.g. rent, value etc?Funding detailsTotal funding requirementsThis is the total figure required to deliver your product/service,taking into account the manufacturing/production costs, cost <strong>of</strong> premises,delivery to market costs, promotion costs, etcOwners own inputOther sourcesValue <strong>of</strong> personal funds being invested in project:E.g. grants, investor contribution etc<strong>Bank</strong> fundingSpecify the amount required/committed to by the <strong>Bank</strong>:AppendicesExamples <strong>of</strong> documents to accompany this document are:• Management CVs• Cash flow forecast for the first three years• Forecast Trading Pr<strong>of</strong>it and Loss Accounts for the first three years

market_plan1.pdf 1 24/03/2011 16:25CMYCMMYCYCMYKThis document has been prepared by <strong>Bank</strong> <strong>of</strong> <strong>Ireland</strong> <strong>Business</strong> <strong><strong>Bank</strong>ing</strong> for informational purposes only and is intended as a brief summary <strong>of</strong> principalpoints and guidelines. While every care has been taken in its production, no responsibility is taken for any errors or omissions. Appropriate pr<strong>of</strong>essionalor expert advice should be taken in all cases. <strong>Bank</strong> <strong>of</strong> <strong>Ireland</strong> is regulated by the Central <strong>Bank</strong> <strong>of</strong> <strong>Ireland</strong>.SM219 - <strong>Business</strong> plan summary.indd 8 10/11/2009 14:57

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As part of your overall business strategy, a robust business plan is fundamental and will usually be required if you are looking for investment. This is a detailed document that will set out the elements of your business ranging from your customer profile to corporate set up. Really understanding your business and being able to communicate this is an important part of any business plan or funding application.  

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    Business Plan Template When it comes to making the most of your business, Bank of Ireland UK is here to support you in any way we can. We've put together a sample business plan template which illustrates the key areas to focus on when deciding the best direction for your business.

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  8. PDF SBCI Brexit Loan Scheme

    Irish SME's and Mid-Caps must provide a Business Plan when applying for a loan under the SBCI Brexit Loan Scheme. This template sets out the suggested headings and content to be used in the preparation of the business plan. The level of detail will be determined by the complexity of the business, the level of finance being sought and the

  9. Business Planning

    A free, easy-to-use business plan template. Template How to prepare for market changes. This template allows you to show the impact of particular changes in your business plan. Template How to manage sales targets. ... ©2024 Bank of Ireland. Disclaimer: We do not accept any liability for the information or consequences of any actions taken ...

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    There is no fixed template for setting out your business plan. Each bank or support institution may have their own template. You can use the outline of a business plan for start-ups and micro businesses on the Local Enterprise Office website. You can also go to Enterprise Ireland for information on business strategy frameworks.

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  15. Business Plan Templates

    Business Plan Template The following document is a blank business plan template that you can download, edit, print out and fill in to help you start up your own business. Business Plan Template from Enterprise Ireland Full Teagasc Business Plan Template Teagasc Step by Step Guide to doing the figures Business Plan Template with useful hints

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  17. Business planning for restaurants, cafes and pubs

    Please note that the business plan template has been aligned with the help sheet prepared by the Consultative Committee of Accountancy Bodies - Ireland (CCAB-I) and the Irish Banking Federation. It is designed to facilitate the use of a common approach, framework and language in the preparation of business plans and the raising of bank finance.

  18. Download Business Plan Template

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