What is an Appendix in a Business Plan?

Appendix is an optional section placed at the end of a document, such as a business plan, which contains additional evidence to support any projections, claims, analysis, decisions, assumptions, trends and other statements made in that document, to avoid clutter in the main body of text.

What is Included in an Appendix of a Business Plan?

Appendix commonly includes charts, photos, resumes, licenses, patents, legal documents and other additional materials that support analysis and claims made in the main body of a business plan document around market, sales, products, operations, team, financials and other key business aspects.

The appendix is the perfect place to showcase a wide range of information, including:

  • Supporting documentation: References and supporting evidence to substantiate any major projections, claims, statements, decisions, assumptions, analysis, trends and comparisons mentioned throughout the main body of a business plan.
  • Requested documentation: Information, documents or other materials that were specially requested by the business plan readers (e.g., lenders or investors) but are too large to place in the main body of text.
  • Additional information: Any other materials or exhibits that will give readers a more complete picture of the business.
  • Visual aids: Photos, images, illustrations, graphs, charts, flow-charts, organizational charts, resumes.

After reviewing the appendices, the reader should feel satisfied that the statements made throughout the main body of a business plan are backed up by sufficient evidence and that they got even fuller picture of the business.

How Should You Write a Business Plan Appendix? (Insider Tip)

The fastest way to pull the Appendix chapter together is to keep a list of any supporting documents that come to mind while you are in the process of writing the business plan text.

For example, while writing about the location of your business, you may realize the need for a location map of the premises and the closest competitors, demographic analysis, as well as lease agreement documentation.

Recording these items as you think of them will enable you to compile a comprehensive list of appendix materials by the time you finish writing.

Remember to keep copies of the original documents.

Template: 55 Business Plan Appendix Content Samples

For your inspiration, below is a pretty exhaustive list of supporting documentation that typically gets included in the business plan appendix. But please do not feel like you have to include everything from the list. In fact, you definitely shouldn’t!

The purpose of the appendix is to paint a fuller picture of your business by providing helpful supporting information, not to inundate yourself or the readers of your business plan. So, take care to only include what is relevant and necessary .

Company Description

1. Business formation legal documents (e.g., business licenses, articles of incorporation, formation documents, partnership agreements, shareholder agreements)

2. Contracts and legal agreements (e.g., service contracts and maintenance agreements, franchise agreement)

3. Intellectual property (e.g., copyrights, trademark registrations, licenses, patent filings)

4. Other key legal documents pertaining to your business (e.g. permits, NDAs, property and vehicle titles)

5. Proof of commitment from strategic partners (e.g., letters of agreement or support)

6. Dates of key developments in your company’s history

7. Description of insurance coverage (e.g. insurance policies or bids)

Target Market

8. Highlights of relevant industry and market research data, statistics, information, studies and reports collected

9. Results of customer surveys, focus groups and other customer research conducted

10. Customer testimonials

11. Names of any key material customers (if applicable)

Competition

12. List of major competitors

13. Research information collected on your competitors

14. Competitive analysis

Marketing and Sales

15. Branding collateral (e.g., brand identity kit designs, signage, packaging designs)

16. Marketing collateral (e.g., brochures, flyers, advertisements, press releases, other promotional materials)

17. Social media follower numbers

18. Statistics on positive reviews collected on review sites

19. Public relations (e.g., media coverage, publicity initiatives)

20. Promotional plan (e.g., overview, list and calendar of activities)

21. List of locations and facilities (e.g., offices, sales branches, factories)

22. Visual representation of locations and facilities (e.g., photos, blueprints, layout diagrams, floor plans)

23. Location plan and documentation related to selecting your location (e.g., traffic counts, population radius, demographic information)

24. Maps of target market, highlighting competitors in the area

25. Zoning approvals and certificates

26. Detailed sales forecasts

27. Proof of commitment from strategically significant customers (e.g., purchase orders, sales agreements and contracts, letters of intent)

28. Any additional information about the sales team, strategic plan or process

Products and Services

29. Product or service supporting documentation – descriptions, brochures, data sheets, technical specifications, photos, illustrations, sketches or drawings

30. Third-party evaluations, analyses or certifications of the product or service

31. Flow charts and diagrams showing the production process or operational procedures from start to finish

32. Key policies and procedures

33. Technical information (e.g., production equipment details)

34. Dependency on third-party entities (e.g., materials, manufacturing, distribution) – list, description, statistics, contractual terms, rate sheets (e.g., sub-contractors, shippers)

35. Risk analysis for all major parts of the business plan

Management and Team

36. Organizational chart

37. Job descriptions and specifications

38. Resumes of owners, key managers or principals

39. Letters of reference and commendations for key personnel

40. Details regarding human resources procedures and practices (e.g., recruitment, compensation, incentives, training)

41. Staffing plans

42. Key external consultants and advisors (e.g., lawyer, accountant, marketing expert; Board of Advisors)

43. Board of Directors members

44. Plans for business development and expansion

45. Plan for future product releases

46. Plan for research and development (R&D) activities

47. Strategic milestones

48. Prior period financial statements and auditor’s report

49. Financial statements for any associated companies

50. Personal and business income tax returns filed in previous years

51. Financial services institutions’ details (name, location, type of accounts)

52. Supporting information for the financial model projections, for example:

  • Financial model assumptions
  • Current and past budget (e.g., sales, marketing, staff, professional services)
  • Price list and pricing model (e.g., profit margins)
  • Staff and payroll details
  • Inventory (e.g., type, age, volume, value)
  • Owned fixed assets and projected capital expenditure (e.g., land, buildings, equipment, leasehold improvements)
  • Lease agreements (e.g., leases for business premises, equipment, vehicles)
  • Recent asset valuations and appraisals
  • Aged debtor receivable account and creditor payable account summary
  • Global financial considerations (exchange rates, interest rates, taxes, tariffs, terms, charges, hedging)

53. Debt financing – documentation regarding any loans, mortgages, or other debt related financial obligations

54. Equity financing – capital structure documentation (e.g., capitalization table, 409A, investor term sheets, stock and capital related contracts and agreements)

55. Personal finance – information regarding owners’ capital and collateral (e.g., Personal Worth Statement or Personal Financial Statement, loan guarantees, proof of ownership)

Related Questions

How do you finish a business plan.

Business plan is finished by summarizing the highlights of the plan in an Executive Summary section located at the beginning of the document. The business plan document itself is finished by an Appendix section that contains supporting documentation and references for the main body of the document.

What is bibliography?

A bibliography is a list of external sources used in the process of researching a document, such as a business plan, included at the end of that document, before or after an Appendix. For each source, reference the name of the author, publication and title, the publishing date and a hyperlink.

What are supporting documents included in a business plan appendix?

Supporting documents in a business plan appendix include graphs, charts, images, photos, resumes, analyses, legal documents and other materials that substantiate statements made in a business plan, provide fuller picture of the business, or were specifically requested by the intended reader.

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What to Include in Your Business Plan Appendix

Overlapping files, folders, charts, graphs, and documents. Represents the information included in a business plan appendix.

Candice Landau

4 min. read

Updated December 14, 2023

While not required, a well-structured business plan appendix goes a long way toward convincing lenders and investors that you have a great business idea and a viable business.

This article will cover what to include in your appendix and best practices to make it a useful part of your business plan . 

  • What is a business plan appendix?

A business plan appendix provides supporting documentation for the other sections of your business plan .  

The appendix typically comes last and includes any additional documents, spreadsheets, tables, or charts that don’t fit within the main sections of your plan. 

What goes in the appendix of a business plan?

In general, here is some of the information you might include in your business plan appendix:

  • Charts, graphs, or tables that support sections of your business plan
  • Financial statements and projections
  • Sales and marketing materials
  • Executive team resumes
  • Credit history
  • Business and/or personal tax returns
  • Agreements or contracts with clients or vendors
  • Licenses, permits , patents, and trademark documentation
  • Product illustrations or product packaging samples
  • Building permit and equipment lease documentation
  • Contact information for attorneys , accountants, and advisors

You may include some, all, or none of these documents in your appendix. It depends on your business needs and who you share your business plan with. 

Similar to your executive summary , adjusting what’s in your appendix may be helpful based on the intended audience.

What’s your biggest business challenge right now?

Business plan appendix best practices.

Here are a few tips to help you create an appendix that supports your business plan.

Make it easy to navigate

If your appendix is more than a few pages long or contains a variety of documents, you may want to consider adding a separate table of contents.

Don’t forget security

If you share confidential information within the business plan appendix, you will also want to keep track of who has access to it. 

A confidentiality statement is a good way to remind people that the content you share should not be distributed or discussed beyond the agreed parties. You can include it as a separate page or as part of your business plan cover page .

Make the appendix work as a separate document

Given that the appendix is the last part of the business plan, it’s quite likely your readers will skip it. 

For this reason, it’s important to ensure your business plan can stand on its own. All information within the appendix should be supplementary. 

Ask yourself: if the reader skipped this part of my plan, would they still understand my idea or business model ? If the answer is no, you may need to rethink some things.

Connect the appendix to sections of your business plan

Make sure that anything you include in the appendix is relevant to the rest of your business plan. It should not be unrelated to the materials you’ve already covered. 

It can be useful to reference which section of your plan the information in your appendix supports. Use footnotes, or if it’s digital, provide links to other areas of your business plan.

Keep it simple

This is good general advice for your entire business plan. 

Keep it short. 

You don’t need to include everything. Focus on the relevant information that will give your reader greater insight into your business or more detailed financial information that will supplement your financial plan.

Free business plan template with appendix

Remember, your appendix is an optional supporting section of your business plan. Don’t get too hung up on what to include. You can flag documents and information you believe are worth including in your appendix as you write your plan . 

Need help creating your business plan? 

Download our free fill-in-the-blank business plan template with a pre-structured format for your appendix. 

And to understand what you should include based on your industry—check out our library of over 550 business plan examples .

Business plan appendix FAQ

How do you write an appendix for a business plan?

Gather relevant documents like financial statements, team resumes, and legal permits. Organize them logically, possibly mirroring your business plan’s structure. If long, include a table of contents, ensure each item is relevant, and focus on keeping it simple. If you’re sharing sensitive information, add a confidentiality statement.

Why is a business plan appendix important?

An appendix provides supporting evidence for your business plan. It keeps your main plan more concise, enhances credibility with additional data, and can house all-important business documents associated with your business.

What additional information would appear in the appendix of the business plan?

The following can appear in your appendix:

  • Financial projections
  • Marketing materials
  • Team resumes
  • Legal documents (like permits and patents)
  • Product details (like prototypes and packaging)
  • Operational documents (like building permits)
  • Professional contact information. 

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Content Author: Candice Landau

Candice is a freelance writer, jeweler, and digital marketing hybrid.

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Everything You Need to Know about the Business Plan Appendix

business plan appendix

After taking time in writing a business plan , you want it to be read. That means the body should be no more than 15 pages in length. That’s where the business plan appendix comes in!

The appendix in a business plan is a supplementary section that contains additional information and supporting documents, such as charts, graphs, financial statements, market research, and legal papers, which complement the main body of the plan.

Although the final section of a comprehensive business plan, the appendix is an integral part of your plan. For example, suppose you are using your business plan to attract investors. In that case, the additional documents in the appendix will provide greater insight and can help convince your potential investors that you’ve got a solid business concept. You’ve done the research necessary to support the claims and forecasts included in the other sections of your plan.

In this blog post, we’ll discuss everything you need to know about the business plan appendix so that you can start developing a great appendix for your business plan.

Download our Ultimate Business Plan Template here

What is a Business Plan Appendix?

The appendix is used to provide supporting documentation for key components in your business plan, such as financial statements or market research.

The appendix is also a great place to put any other tables or charts you didn’t want to put in the main body of the business plan. Depending on the intended audience of your business plan, you may also want to include additional information such as intellectual property documentation, credit history, resumes, etc.  

What is the Purpose of the Business Plan Appendix?

The purpose of the appendix is to provide supporting documentation or evidence for key components in your business plan. While you may include charts in graphs in the body of your plan, these should be summary projections, while the fully detailed charts and tables would be found in the appendix.  

How to Write the Business Plan Appendix for Your Company

Several supporting documents should be included in the appendix:

company financial statements

Full Financial Projections  

Business plans used to raise capital or loan applications will typically need more detailed projections, including monthly, quarterly and/or annual cash flow statements, balance sheets, and income statements. 

customers that you serve

Customer Lists

This can be helpful for companies looking to expand their market presence and reach new customers or clients, as well as those who are considering investing capital into your business.

evidence of exemplary service

Customer Testimonials

Testimonials from your current customers are a great way to help other investors and lenders feel more confident in investing or loaning money to your business. You can include online reviews, letters, personal email communications, etc.

business idea and intellectual property

Intellectual Property Documentation

This should be included if you have any patents or trademarks registered and might also be helpful if you are using any technologies that other businesses have patented.

details about management

Management Team

This can include organizational structure,  job descriptions, resumes, certifications, advanced degrees (i.e., Master’s degree in a specialized area), etc., that will help establish the expertise and experience that supports your business’s success.

service contracts or new business lease

Leases & Customer Contracts

Businesses need to comply with all leases and customer contracts before seeking investors. You may include rental agreements, copies of key agreements, sample customer contracts, etc.

details of building and design process

Building & Architectural Designs

Businesses looking to build or expand their operations will need access to building plans, architectural drawings, permits, etc.  

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  Some small business owners may also include the following documents in the appendix:

Company History and Background

Businesses with a lot of competition in their industry will need to include more detail. Business plans for major businesses should have the company history section last so that you can provide additional information about your competitors or other companies that are relevant to your business plan. Businesses planning on using their business plan as an internal document can use less detail here.

Market Analysis

Your market analysis should include relevant information about how you defined your industry, potential customers and competitors, etc. Include any identifiable risks and assumptions based on your market research.

Individual & Business Credit History

Marketing materials & plan.

For some entrepreneurs, the marketing section of the business plan only provides a brief overview of their marketing strategy. Attaching the complete Marketing Plan in the appendix section of a business plan helps your reader understand if you’ve thought through your target audience, where you should target your marketing efforts, and how you will advertise to them to expand awareness of your brand and sales of your products and/or services.  

Best Practices for Your Business Plan Appendix

  • Table of Contents : If you are including several documents in the business plan appendix, include a table of contents for your reader’s easy reference.
  • Confidentiality Statement : If you include credit history documents, intellectual property diagrams or applications, or any other legal documents with confidential information, have a Confidentiality Statement within the appendix to remind your readers that they are not to share or discuss the information within your plan without your written consent.
  • Short & Simple : This business plan section is likely to be skipped unless your reader is looking for specific information to support a claim in your business plan. Think about your intended reader and only include what is necessary to help make your request (e.g., business partner proposal, raise funding, etc.) and support your business plan.

As a business owner, you want to keep your business plan short so that it gets read. The Business Plan Appendix is a great way to include additional information about the preceding sections without adding to the length of your document. 

At Growthink, we have 20+ years of experience in developing business plans for a variety of industries. We have 100+ business plan examples for you to use as a guide to help you write your business plan. You can also get our easy-to-use business plan template to help you finish your plan in less than one day.

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  • How to Write an Executive Summary
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  • The Customer Analysis Section of Your Business Plan
  • Completing the Competitive Analysis Section of Your Business Plan
  • How to Write the Management Team Section of a Business Plan + Examples
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  • How to Create Financial Projections for Your Business Plan
  • Business Plan Conclusion: Summary & Recap

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Business Plan - Appendices

Appendices to the Business Plan

business plan appendices sample

Written by Jason Gordon

Updated at August 5th, 2023

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What is the  Appendix to my Business Plan?

Material that adds to the business plan, but doesn't belong in the body. The appendices allow you to include valuable information to your business plan that does not fit neatly within the body of the plan. Generally, it is used to include exemplars of the material or information that is referenced within the business plan but does not need to be included in the body. You can include material that will serve a functional purpose in the business or that evidence key relationships. Generally, you can include any outside information necessary to support the propositions or assumptions within the business plan. 

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Consider including the following information or materials in the appendix of the business plan.

  • Marketing Material (Advertising) - The ability to drive sales is a critical part of the business plan. Providing samples of marketing material can provide an understanding of the brand that you are attempting to build around your product or service.
  • Primary and Secondary Research - In order to effectively market your product (and establish a brand) you have to understand your target market. Further, you will need market estimates in order to accurately evaluate the market potential and potential profit from pursuing the venture. This material should support the figures that you introduce within the business plan.
  • Designs or Property Layout Material - Perhaps you have designs, artwork, facility plans, etc., that provide a picture of your intended venture location, buildings, image. This can help third parties to understand your vision.
  • Important Contracts - Providing proof of key contracts (such as leases, supplier contracts, etc.) add substance to otherwise seemingly hypothetical plans. Again, this will provide comfort to potential their-party investors.
  • List of Key Assets - Providing a list of key assets within the business plan would be too large and cumbersome. While you will include the collective value of the assets within the plan, it may be a good idea to attach an itemized index for review. This can help in budget planning.
  • Organization Chart and Employee Backgrounds - Within the business plan you provide a concise background of your employees and an organizational chart. Here, can provide a more in-depth background on your key employees and their curriculum vitae. If you have many other employees, you may want to provide their backgrounds, key roles, and responsibilities.
  • Customer or Expert Endorsements - Customer or expert endorsements can serve as excellent credibility for your product/service. While you will mention these or provide brief quotations within the business plan body, you may wish to include the entirety of the endorsement or letter within the appendix.

Related Topics

  • Business Plan, Part 1 (Outline Overview)
  • Business Plan, Part 2 (The Executive Summary)
  • What is a Mission Statement?
  • What is a Values Statement?
  • Setting Company Goals
  • Business Plan, Part 4 (Market Analysis)
  • Business Plan, Part 5 (Competitive Analysis)
  • Business Plan, Part 6 (Marketing Plan)
  • Business Plan, Part 7 (Operations)
  • Business Plan, Part 8  (Management and Organization)
  • Business Plan, Part 9 (Financial Projections)
  • Business Plan, Part 10 (Appendices)
  • Business Plan , (Final Modifications)

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What should you include in your business plan appendices?

entrepreneur deciding what documents to include in their business plan appendices section

So you're crafting a comprehensive business plan for your business but you are not sure about what should go in the main body of the document and what should go in the appendices? You're in the right place.

Our guide helps you decide what should go in appendices so that you can complete your business plan. Ready? Let’s get started!

In this guide:

What is the objective of the appendices section of your business plan?

What information should i include in the appendices section of my business plan.

  • How long should the appendices section of your business plan be?
  • Best tips for business plan appendices
  • Example of appendices in a business plan

The primary objective of the appendices section is to offer proof or supporting documentation for key claims of your business plan.

This section gives readers the ability to learn more about particular facets of your company or to check the data used to make claims. It also enables you to keep the body of your business plan to the point and clutter free.

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The appendices section is strategically placed at the end of the business plan to increase the validity and substance of your proposal.

You could include any of the following in this section of your business plan:

Additional financial records

While your business plan already contains substantial financial data, including additional material can offer further insight to potential investors and financial institutions:

  • Inventories
  • Asset valuations
  • Credit profile synopsis
  • Historical tax filings
  • Exisiting loan contracts

Monthly financial statements

It’s likely that only the yearly figures will be shown in the financial plan section of your business plan which means that if the reader wants to look deeper into the monthly figures, this has to be included in the appendices.

You can also include historical monthly management accounts if you have them.

Organizational overview and team details

You could also include further information about your management team and the business structure by covering:

  • A visual representation of your business’ organizational structure
  • Details about your corporate structure (list of subsidiaries and percentage owned, share certificate, certificate of incorporations, etc.)
  • Curriculum vitae (CV) of the members of your management team
  • Floor plans of your premises

management team CVs that can be included in the appendices section of any business plan

Legal documentation

Legal documents are frequently included in business plan appendices. These help demonstrate your business’ reliability to your readers and may include:

  • Incorporation papers
  • Permits, trademarks, licenses, and patents
  • Shareholder agreements
  • Rental agreements and leases
  • Vendor contracts
  • Equipment specifications

Market data & competitive analysis

Businesses that face intense industry competition may need to provide additional information. You could provide in-depth information about your competitors, including their strengths, weaknesses, market share, and positioning.

You could also include market research data or industry reports that back up your analysis.

Images of products and services

Including images of your products and services in the appendices section provides a visual representation that helps stakeholders better understand what your business offers. 

Words alone sometimes fall short in conveying your products or services unique features, design, and value

Visuals can also bridge communication gaps and make it easier for your audience to grasp complex concepts (for example, if you were a technological business producing goods). 

Potential investors, partners, and other stakeholders can quickly comprehend the nature of your products or services by viewing images, leading to a more comprehensive understanding of your business proposition.

Other supplementary resources

There are many additional resources that you can add. These help the reader in understanding the specifics of your business:

  • Expanded marketing collateral
  • Complementary financial analysis
  • Architectural renditions for properties

How long should the appendices section of your business plan be? 

The length of the appendices section in your business plan is flexible and should be guided by the principle of providing only pertinent and meaningful information. While there is no set limit, this section typically spans from a few pages to around 20 pages. 

Remember to only include items that really help the reader understand your business plan and concept. Appendices should not be confused with a dataroom which comes later in the investment process and has strong confidentiality protections in place which business plans often lack.

Think about who will read your plan. Some stakeholders, like investors or lenders, might prioritise financials. Others, like partners or staff involved in your business, might care more about contracts or market research.

Need inspiration for your business plan?

The Business Plan Shop has dozens of business plan templates that you can use to get a clear idea of what a complete business plan looks like.

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Tips for your business plan appendices

By adhering to a few simple yet effective practices, you can ensure that your appendices section adds value and clarity to your business plan. Let's discuss these best practices in more detail:

Create a table of contents

If your appendices section is lengthy and involves a range of documents, consider including a well-structured table of contents. This helps readers locate specific information swiftly, resulting in a smoother reading experience.

Include a confidentiality statement

Protecting sensitive information included in your business plan appendices, such as credit history records or legal documents, is essential. 

Include a confidentiality statement to remind readers of the private nature of certain documents. This acts as a gentle yet firm directive, underlining the need for discretion and permission before sharing or discussing confidential data.

Remember that, unless you signed a non-disclosure agreement with the recipient (which is extremely rare), there is no garantee that your business plan won't end-up in the hands of a competitor. Avoid sharing sensitive proprietary files, and if needed ask advice from a qualified lawyer.

Example of appendices in a business plan 

Below is an example of how the appendices section of your business plan might look like. As you can see, it includes a maturity profile and a monthly breakdown of the cash flow forecast.

The Business Plan Shop's online business planning software: appendices section

This example was taken from one of  our business plan templates .

Crafting a concise and compelling business plan is vital in obtaining funding from banks or investors. Utilising your business plan appendices helps provide depth without overwhelming the document body. 

It also underlines your commitment to business and should, therefore, be included in any business plan.

Also on The Business Plan Shop

  • Business Model vs. Business Plan
  • 7 tips for writing an effective business plan

Know someone who needs help writing up the appendices section of their business plan? Share this article with them and help them out!

Guillaume Le Brouster

Founder & CEO at The Business Plan Shop Ltd

Guillaume Le Brouster is a seasoned entrepreneur and financier.

Guillaume has been an entrepreneur for more than a decade and has first-hand experience of starting, running, and growing a successful business.

Prior to being a business owner, Guillaume worked in investment banking and private equity, where he spent most of his time creating complex financial forecasts, writing business plans, and analysing financial statements to make financing and investment decisions.

Guillaume holds a Master's Degree in Finance from ESCP Business School and a Bachelor of Science in Business & Management from Paris Dauphine University.

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What to Include in Your Business Plan Appendix Section

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Ayush Jalan

  • December 12, 2023

Business Plan Appendix Section

So you’ve successfully written a business plan for your startup. You’ve followed a business plan template and covered all the important sections as mentioned and made changes according to your unique business. Good job! But now what? Now it’s time to add the final section of your business plan:  The appendix.

A business plan appendix contains all the additional documents or supporting data that you couldn’t include in the main sections of the business plan .

An appendix is necessary if an investor or a bank asks for specific information that might not fit well in any of the main sections’ formats.

Although it’s not a compulsion to add an appendix to your business plan, the latter is still incomplete without it.

An appendix essentially supports the claims you have made in your business plan in the preceding sections. As a consequence, it also helps leverage potential investors and stakeholders.

Why Do You Need a Business Plan Appendix?

A business plan appendix helps the reader get a closer look at your business. This is an opportunity for you to include any relevant information that can help you score extra points. The following are some of the reasons why you need an appendix in your business plan:

  • When you apply for a loan, banks can sometimes ask for specific documents such as a personal or business credit history. These usually don’t fit into the format of a generic business plan. You can include these in your appendix section.
  • If you wish to include additional information about your products or services like charts or tables, this is a good place. This will give readers a greater insight into your business ideas, marketing process, etc.

What Can You Include in a Business Plan Appendix?

The appendix can include almost anything that you feel is relevant to your business plan. That said, you don’t need to present every last detail of your business.

What to include in a business plan appendix

To give an idea of what you might want to include, we have put together a list of items. Take a look.

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business plan appendices sample

1. Supplementary information

Here, you can include additional information to support and expand whatever you have mentioned in other sections of your business plan. These will help the reader better understand the specifics of your company.

  • Charts, graphs, and tables
  • Marketing material
  • Market research
  • Competitor information
  • Illustrations of products
  • Property designs

2. Legal Documents

Business plan appendices usually include legal documents . These will protect your business and establish to your readers that you are trustworthy. You can include documents that are relevant or act as evidence of the information or claims present in your business plan. Some of these legal documents are:

  • Incorporation papers
  • Licenses, permits, patents, and trademarks
  • Important contracts
  • Pending contracts
  • Leases and rental agreements
  • Vendor agreements
  • Equipment documentation

3. Organizational and Personnel Details

In the appendix section, you can also include your organizational process and details of the people involved in your company. These will let the reader have a peek into the workings of your company and the people behind it:

  • Organizational chart
  • Executive members’ resume
  • Affiliates such as attorneys, accountants, etc.

4. Additional Financial Documents

Your business plan already consists of ample financial information. But in case you need to attach any extra documents, you can include them in this section of your business plan. You may also need to include some exclusive documents for your investors and banks. Some of them are:

  • List of assets within the business
  • Credit history
  • Tax returns
  • Spreadsheets of financial projections

5. Achievements, Testimonials, and News Stories

You can also include information that advocates your company’s credibility. This helps the reader to trust your products, and therefore, your brand too. Some of them are:

  • Media and press clippings
  • Customer or expert endorsements
  • Awards and achievements

Protect Sensitive Data via Business Plan Appendix

Businesses must protect their documents and intellectual information stringently to avoid any theft. Even though a business plan as a whole is a classified document, the appendix part of your business plan can further contain more sensitive and confidential information.

FYI, in case you haven’t yet created a confidentiality statement for your business plan , it is time you do so. A confidentiality statement protects the contents of the document and avoids misuse of your information. It also helps you manage who gets to have access to the information.

Make the Business Plan Appendix Optional

Your business plan appendix is an auxiliary section of your business plan. This indicates that your business plan should be able to convey everything you aim to, without the support of an appendix. This can be a bit tricky to actualize but needs to be done nonetheless.

While making a business plan , you must keep in mind all the possibilities. The reader will probably skip some parts of the plan. Most probably, the appendix. So it’s advisable that it doesn’t contain any major details and that skipping it should not make a big difference.

In other words, you must draft your business plan such that even if the reader skips the appendix, they should understand the contents without feeling like you failed to mention an important piece of info.

Win over Investors with a Business Plan Appendix

We know that it can be quite exhausting to draft an elaborate business plan. And more often than not, the appendix is easily the one neglected. But it can also be a great opportunity to let your readers know that you are indeed serious about your business idea.

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About the Author

business plan appendices sample

Ayush is a writer with an academic background in business and marketing. Being a tech-enthusiast, he likes to keep a sharp eye on the latest tech gadgets and innovations. When he's not working, you can find him writing poetry, gaming, playing the ukulele, catching up with friends, and indulging in creative philosophies.

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Five Best Practices for Creating a Business Plan Appendix

A business plan is formed by several main sections, with the appendix tying the plan into one cohesive document as its final component. Some business plans forgo this valuable section and overlook the additional benefits it may bring during and after business plan creation.

Let’s understand the contributions and importance of appendices in business plans. After this article you will never ask yourself, how to write appendix, what is the purpose of an appendix, or a business plan appendix example. Here are all the things one needs to know in crafting and using a business plan appendix to its full potential:

What is a Business Plan Appendix?

The appendix in business plans is a supporting and final section that additionally corroborates and validates the main points of the plan. Businesses incorporate this section with legal documents, research findings, or visual representations that ensure business plan readers of the credibility and accuracy of information presented in the business plan. These are materials that enhance the value of the business plan but may not cleanly fit in with the body of the plan.

What is the Purpose of the Appendix?

If the business plan body narrates to tell a business’s story, the appendix substantiates that story by laying out evidence through data-driven information. Well-organized supporting documents in a business plan verify that a business’s strategies are practical and actionable. The business plan appendices further create clarity to the facts narrated in the business plan, allowing readers to easily read without the constant need to search for proof to confirm the presented data. 

What Goes in the Appendix of a Business Plan?

The materials and documents included in the appendix may vary depending on a business’s activities. The following are some information that the appendix document includes to provide substantial support to a business plan:

  • Comprehensive market research findings
  • Detailed financial projections
  • Customer directory
  • Client or vendor contracts and agreements
  • Product images or packaging samples
  • Property designs, building permits, and lease documents
  • Intellectual property documents and other permits and licenses
  • Organizational Chart and resumes for qualifications
  • Credit records
  • Marketing material
  • Supplementary charts, graphs, and tables to support data in the business plan

Key Points in Organizing a Business Plan Appendix

Now that we know the potential components and the importance of a business plan appendix, let’s explore some guidelines to consider when sorting an appendix for a business plan:

Streamline the Appendix: For appendices that span for multiple pages, at ten or more pages for example, it is ideal to add a separate table of contents to outline its components. The appendix table of contents guides readers on what information to expect in the section. Documents and materials in the appendix section should also be organized in the same order they are referred to in the business plan body.

Maintain Confidentiality: License applications, permits, and credit records are some of the documents that are classified as confidential information. A business should keep track of the people who have access to such information as they are shared in the business plan. Including a confidentiality statement will inform readers and remind them that content shared in the business plan should not be used, spread, or discussed without written consent from agreed parties.

Some Will Not Read the Business Plan and Focus Only in the Appendix: The appendix showcases a business’s complete financial projections and proof of legal compliance through permits and licenses. As such, interested parties may only look into a business’s profitability and ability to comply with existing standards and regulations. A comprehensive appendix in the business plan demonstrates the extent a business will put effort to ensure the viability of its success. Furthermore, all the information included in the appendix will help a business stay on track with its progress and fulfill its goals.

Design Equals Content:  The presentation of the appendices is of utmost importance in the business plan. Even if good data and analysis are incorporated in the business plan, an unorganized presentation may lead to misrepresentations and negative assumptions. Adapting a solid business plan outline helps organize the appendices into a document that substantiates factual and clear information.

Keep It Short and Simple: An appendix should only include relevant information about a business to keep it concise. For example, the business plan’s financial plan should be supported with additional financial projections in the appendices. Not every little detail should be included, but the information should offer business plan readers valuable insights into the business.

The appendix serves as the last piece of the puzzle for a business plan. We’ve discussed the importance of appendix and the value it adds to a business plan. However, keep in mind that a business plan should be able to stand alone even without an appendix, as its main purpose is to answer the queries and demands of its readers. The appendix serves as a supplementary section and its absence should not create gaps within a business plan. 

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Business Plan Appendix

What to Include in a Business Plan Appendix

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A business plan appendix is the last section that includes all the details that didn’t have a place in the business plan.

Detailed Financial Projections

Customer feedback, intellectual property details, key people & management, lease, contracts, and agreements, market analysis, credit history and credit score, marketing plan details, suggested resources for writing a business plan.

An appendix business plan can be short or lengthy. What goes into an appendix depends on the type of business plan and your goal of writing the business plan. 

For example, suppose you are writing a business plan to attract investment. In that case, the appendix may include greater details of the financial projections, and information about your personal or business credit score. 

Here, we will discuss appendix meaning in the business plan, what goes into a business plan appendix, how to create an appendix in the business plan, and the best practices you should follow. 

What is Included in a Business Plan Appendix?

You might be wondering how to write a business plan appendix. We have made it easy for you. Put data for each of these business sections and your business plan appendix is ready. 

You have included the income statement, balance sheet, and P&L statement in the business plan. Investors and lenders might be interested in knowing more about the expected financials of your business. 

Add financial reports for intervals like a quarter, bi-annual, or annual. 

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Are you an old player in the market and people have already used your products or services? You can include the feedback or review of some of your evangelists in the appendix section of a business plan. 

Customer feedback shows the value your product or service offers and the problem it solves. It can also increase your chances of getting investment for your business idea.

If your business has any intellectual property rights, this is the place to add them. You may have a patent, a trademark, a brand name, or a license. Add the verifiable details of your business intellectual property here. 

The people section in your business plan included only the top management/owners. Here, you can mention the people with execution skills who are not among the top management but necessary for business success. 

You can also add employees’ CVs here. Some investors look at a company’s key people to see if they can make the business idea a financial success. If you have a strong team, show them here. 

Some businesses get into contracts with suppliers and vendors in the beginning before they apply for funding. If you are one of them, include any contracts or agreements here.

Did you conduct thorough research on the potential market for your business? The business plan couldn’t host your full market analysis but the appendix can. 

Include charts, presentations, documents, or anything else from your market analysis here. You can put all the data you have about your target market in the appendix. Give it a try!

Lenders may be interested in knowing your credit history to see if it is safe to give you a credit line. You can add credit reports here. This will help you build a good rapport with the lenders and may help you secure business credit. 

No Credit History and Looking to Build Business Credit?

if you are a small business and looking to buide business credit, Here is a step by step guide on how to build your business credit fast by credit experts.

Many businesses create a very detailed marketing plan. Since you have limited space available in the business plan, an appendix is a place to add your marketing plan details. 

Interested in checking the business plan appendix example? See our sample business plan for inspiration. 

  • How to write a company overview for a business plan
  • How to write a market analysis for a business plan?
  • How to write products and services section of business plan
  • How to write an operational plan in business plan?
  • How to write management team section in business plan
  • How to write the financial section of a business plan
  • How to write the marketing plan in business plan

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The business plan appendix may include documents such as resumes of key team members, market research data, financial statements, legal agreements, permits and licenses, product or service brochures, and any additional supporting documents relevant to the business.

Not all supporting documents need to be included in the business plan appendix. Include documents that are essential for understanding and validating the information presented in the main body of the business plan.

Organize the documents in the business plan appendix in a logical and coherent manner. Consider using numbered sections or tabs to make it easy for readers to locate specific documents.

Yes, including a table of contents for the business plan appendix can help readers navigate through the various documents and sections. It provides a quick overview of what is included in the appendix.

The business plan appendix is typically included as a separate attachment to the main business plan document. This allows readers to focus on the core content of the business plan while having easy access to the supporting documents in the appendix.

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Business Plan Section 9: Appendix

The appendix section of your business plan provides information to support the 8 preceding sections. Here’s how to organize the appendix.

Business plan section 9

By now, we hope you’ve read through our series on business planning and have reached this final installment, which is what to include in Business Plan Section 9: Appendix. Think of your business plan as the narrative that tells the story, while the appendix is where you put the factual information that supports it. The appendix fleshes things out with details that help corroborate and support the plan you have presented.

Maybe you’re wondering why, if each of the preceding sections is covered so thoroughly, you even need an appendix. Why wouldn’t you just include all the information in the appropriate section? The appendix makes the rest of the plan easier to read, without taking a detour for credentials and corroboration.

In addition, your business plan can serve several different functions, and each requires a different set of documentation. Your plan can serve as a roadmap for your internal planning purposes only, it can be a recruitment tool for employees or investors, or it can support a request for funding from a financial institution. Each of these would require different documentation, and in many cases, you might not want to share some of the information with everyone. Having an appendix allows you to insert and remove items depending on who will be reading your plan.

What Goes Into Business Plan Appendix?

Again, not everything might need to be shown to everyone who reads your plan, but here is a full list of items you might want to prepare for your appendix:

  • Credit histories for both the business and its owners
  • Business and personal tax returns
  • Resumes of the owners and key management
  • Photos of your products or their prototypes
  • Samples of marketing materials, logos, and mockup ads
  • Reference letters from business associates and community leaders
  • Details of your market research studies
  • Information about your competitors
  • Press clippings about you and the business
  • Any relevant news articles on your product or industry
  • Legal documents such as your incorporation papers, shareholder certificates, etc.
  • Copies of patents, permits or licenses you hold
  • Copies of your property and equipment leases or rental agreements
  • Contact info for your professional staff, including your accountant and attorney
  • Contracts for current or future work
  • Spreadsheets and documentation for financial projections

The appendix will be the final section of your business plan, and just as with every other part, take the time to meticulously prepare these supporting materials, especially if you’re presenting the information to a potential lender or investor . The care and thoroughness you put into your backup documents will be a big clue to your readers about your general approach to business and could help sway opinion one way or the other.

The Small Business Administration suggests keeping a record of who has copies of your plan and what items you’ve included in the appendix. That way, you can update items as necessary. Do keep tight control over who you distribute it to. You may want to consider having your readers sign a Non-Disclosure Agreement, or NDA, to help protect the confidentiality of your information. SCORE, the Service Corps of Retired Executives, has a free template on its website.

And again, because of the highly privileged nature of some of what you’re providing, be very particular who you share what with. Creditors will likely need to have access to all of your documentation, but more casual readers, who might just want a bit of information about your business, don’t need to see the appendix at all, or at most, just a few select items.

How to Organize a Business Plan Appendix

Because the documents substantiate the information presented in your business plan, it’s best to keep them in the same order as they are referred to in the plan. If you have more than a few pages of documentation in the appendix, start with a table of contents page that lists each section of the business plan, broken up with letters or Roman numerals; then list each item you’ve included in the appendix for that particular section.

This will make it easier to refer to the items as you need to in the plan. For example, when you talk about your planned advertising campaign in the Sales and Marketing section, you can refer to “Appendix, Section IV” for copies of what the ads may look like.

If the appendix contains a lot of material, you can also consider using tabs to break it up, which will make it even easier to locate things. Have each document clearly labeled so readers will know exactly what they’re looking at when they refer to them, and make sure your copies are high quality, clear and legible. Do not include original documents.

Business Plan Recap

Don’t rush through the work of putting your business plan together. Whether it’s for your own use or a lender has asked for it, the information it contains and the work you do to put it together will be extremely valuable to the success of your company. It does take a lot of time and effort to research and write a solid plan, but it will come back to you in spades.

A business plan follows a specific format, so follow the guidelines we’ve set out for you in the following articles:

  • Business Plans 101
  • Section 1: Business Plan Executive Summary
  • Section 2: Business Plan Company Description
  • Section 3: Business Plan Organization and Management
  • Section 4: Business Plan Products and Services
  • Section 5: Business Plan Market Analysis
  • Section 6: Business Plan Sales and Marketing
  • Section 7: Business Plan Funding Request
  • Section 8: Business Plan Financial Plan
  • Section 9: Business Plan Appendix

If you’ve already read the series, you’ve heard this before: it’s imperative to always keep your audience in mind. Your goals for what you want the business plan to accomplish will dictate who your audience is, and the information you present will be shaped by that.

Finally, remember the importance of presentation. This is a reflection on you and your business, so make sure it represents you well. Proofread and check for errors in grammar and spelling. Consider hiring a writer or editor if you’re not particularly skilled with words. The business concept is yours, but a professional can help you articulate it in a way you may not be able to.

Use a standard business font for the body copy so that it’s easy to read, and be judicious in your use of italics, underlining, and bold. Business News Daily offers links to several free templates you can check out. You can follow one to put your plan together or just look at them for ideas that might work for you. There is also software available that can walk you through the process.

Have the plan printed on good paper and bind it in some fashion, whether into a booklet, in a high-quality binder or spiral binding. Add a cover with the name of your business and make sure to have your contact information easily available. Include a cover letter with the plan, because it may get passed around to other people who aren’t as familiar with your venture.

Remember the old adage, “You only get one chance to make a first impression.” Make yours count.

Next Article: 5 Tips for Sticking to Your Business Plan

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What to Include in Your Business Plan Appendix?

Back to Business Plans

Written by: Carolyn Young

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on September 13, 2023 Updated on December 12, 2023

What to Include in Your Business Plan Appendix?

Launching a business involves countless tasks, and one of the crucial early hurdles is writing a business plan. Many entrepreneurs who aren’t looking for funding think they can skip this step, but that’s never a good idea. 

A sharp business plan is essentially a business owner’s commitment to and preparation for the road ahead, and if you’re seeking funding from an investor or lender, having a comprehensive appendix of documents that support your plan can really provide a boost.

But what documents should you include? Lucky for you, this guide explains the key elements of a business plan appendix.

  • The Role of the Appendix in the Business Plan

In your business plan, you likely made many claims about various aspects of your business, and the appendix provides documentation to back up those claims. 

Of course, if your reader actually gets to your appendix, you’ve done well and captured their interest. Be sure to only include documents that support your business plan claims.

  • Components of the Business Plan Appendix

The following components should be included if you have them, which depends on the stage of your business.

1. Financial Projections

In the body of your business plan, you summarized your financial projections and mentioned the highlights, but your appendix should provide your full financial calculations and spreadsheets. 

These should include:

  • Profit and Loss Statement , also known as an income statement. This shows projected revenue and lists all costs, which are then deducted to show net profit or loss. 
  • Cash Flow Statement. This shows how much cash you have on hand at any given time. It will have a starting balance, projections of cash coming in, and cash going out, which will be used to calculate cash on hand at the end of the reporting period.
  • Balance Sheet. This shows the net worth of the business, which is the assets of the business minus debts. Assets include equipment, cash, accounts receivables, inventory, and more. Debts include outstanding loan balances and accounts payable.

Provide monthly projected versions of each statement for the first year, then annual projections for the following two years. You should also include a chart of your break-even analysis.

If you’ve already been running your business and have made sales, include your financial statements to date.

2. Market Research and Analysis 

If you have charts and graphs that support the market analysis of your business plan, include those as well. Also include any market information, such as market reports, that you used to do your market analysis.

Provide documentation about your target market , such as its size and demographics. If you’ve made a detailed profile of your target customer, create an infographic and include it as well.

3. Intellectual Property Documentation

If you have a patent, trademark , or copyright, include documentation of that intellectual property. Investors tend to appreciate patents, and will likely want to see them.

Include a brief history of when and how you obtained the patent or other intellectual property and how it benefits your business.

4. Legal Documents

Include your business entity documents, such as your articles of organization if you’ve formed an LLC, and your operating agreement . If you have agreements with suppliers or vendors, you can also include those. Documentation of any licenses and permits you’ve obtained should also be included, as well as any other legal documents pertaining to your business.

5. Resumes and Professional Biographies

Attach the resumes of founders and managers here or create professional biographies. Be sure to include all relevant experience, education, and achievements. Investors are very interested in the management team’s ability to execute the plan, so don’t skip this part.

6. Marketing Plan

If you’ve already created a full marketing plan, which is a good idea, include it here as well. How you’re going to get your product to market is critical, so having a detailed marketing plan will support the marketing summary in your business plan .

7. Customer Contracts

If you’re fortunate enough to have secured large customer contracts, include those as well.

8. Product Illustrations

If your product is in development, include an illustration of the design. If you’re manufacturing the product, provide an illustration of the manufacturing process.

  • Tips for Creating a Strong Business Plan Appendix 

There are a few things to keep in mind when putting together your business plan appendix.

  • Be selective and relevant – don’t overload the reader with too much information.
  • Include anything that highlights the key points of your business plan.
  • Be clear and concise. Keep your documents short and to the point.
  • Use illustrations such as infographics and charts when possible.

If you’ve written a business plan that captures a potential investor’s interest enough to keep them reading all the way to the end, you’ve done great work. Now give them the cherry on top with a fantastic appendix that provides all the documentation to support your plans’ primary assertions. 

Keep it relatively short, but make it strong enough to make the reader a true believer. With any luck, you’ll get the funding you need to put your business on the road to serious success! 

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What Is an Appendix in a Business Plan?

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What are the components of a good business plan, how to simply write a business plan for a loan.

  • 3 Types of Business Documents
  • How to Format a Business Plan in Writing

It's doubtful that Violet Fane was referring to an appendix in a business plan when she wrote that “all things come to those who wait.” After all, Lady Mary Montgomerie Currie – as she was formally known – was an English poet who made her mark in the late 1800s. Then again, small-business owners wrote business plans during her lifetime, and her oft-repeated phrase captures almost perfectly the bounty of information that can be found at the very end of what is usually a lengthy document.

">For the Body, Stick to Your Business Plan

While you're not obligated to include an appendix in your business plan, it's difficult to imagine a plan without one. This is the section that includes all the supporting documents that will substantiate, clarify and help your readers visualize points that you make in your business plan.

These documents are crucial, but they make up the very last section of a business plan for good reason: Tucking them into the actual business plan could distract your readers from the primary points you're trying to make in the body of your report. As ancillary information, they would interrupt the natural flow of the narrative.

An Appendix in a Business Plan Affords Choices

Emphasize the best accomplishments and most notable achievements of your management team in this section of your business plan. Then, at some point early in this section, you can place a parenthetical reference to the inclusion of their resumes. For example: “See Appendix, page XX, for management team resumes.”

This way, your business plan will stand on its own merits. The reader can decide for himself whether to:

  • Keep reading the business plan, uninterrupted. Stop reading the plan temporarily so he can jump to the pertinent page in the appendix. Read the entire appendix, or parts of it, when he is done reading the business plan.* Skip the appendix altogether.

Skipping Should Be an Option

As difficult as this last scenario may be to contemplate, the possibility definitely exists. As the business plan creator – The most important thing to remember – is that you fulfill your role to the best of your ability: You must present a thoughtful, comprehensive business plan that anticipates and addresses the reader's questions.

The reader should be able to skip the appendix without encountering any gaps in understanding. The information he will find there is intended to be supplementary – not perfunctory.

The reader may also be guided by his interests or motivations – and will make his decision accordingly. For example, an attorney may actively read the appendix to scour patent and trademark information. A lender may not find this information as compelling as a business' credit history. In this instance, the appendix could end up being the very first thing he reads.

Consider Business Appendix Examples

When an appendix is thoughtfully and creatively presented, it can be the most entertaining part of a business plan, exactly as Lady Mary had suggested.

Content should always be your guide, just as surely as you should include copies rather than original documents in the appendix. Consider your options, which depend on the content in your business plan:

  • Building permits.
  • Charts and graphs.
  • Competitor information.
  • Credit reports.
  • Equipment documentation.
  • Incorporation papers.
  • Leases or rental agreements.
  • Legal documents.
  • Letters of recommendation.
  • Licenses, permits, trademarks and patents.
  • List of business affiliates, such as your accountant and attorney.
  • Marketing reports and studies.
  • Pending contracts.
  • Pictures or illustrations of your product line.
  • Press clippings, feature articles and other media coverage.
  • Spreadsheets.
  • Tax returns.
  • Vendor agreements.

Streamline the Appendix in Your Business Plan

If your appendix becomes robust – say, more than 10 pages long – it might be helpful to create a table of contents on a preceding page to guide your readers through it. And if you're worried about confidentiality, it might be wise to include a privacy statement that reminds readers that they are not authorized to distribute copies of your business plan to third parties.

All good things may indeed come to those who wait – or at least those who ask for permission first.

  • The Phrase Finder
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Mary Wroblewski earned a master's degree with high honors in communications and has worked as a reporter and editor in two Chicago newsrooms. Then she launched her own small business, which specialized in assisting small business owners with “all things marketing” – from drafting a marketing plan and writing website copy to crafting media plans and developing email campaigns. Mary writes extensively about small business issues and especially “all things marketing.”

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What Is an Appendix in a Business Plan?

by M.T. Wroblewski

Published on 22 Aug 2019

Some small-business owners seem to know what they're talking about. It's tempting to ask them to rate their pain on a scale of 1 to 10, as in "Just how painful was it for you to write your business plan?" Chances are, you're not going to like their answers.

Since entrepreneurs are creative thinkers, try upending the paradigm by telling them you've come up with an ingenious way to ease the pain, write a comprehensive business plan and even feel gratified by the insights you've uncovered: Talk your way through the plan and reserve the background information for the appendices.

Appendices Can Be Fun to Read

At first glance, this may not seem to be a revolutionary idea. An appendix is that fun section in the back of a report or book that contains supporting documentation – anything and everything that could derail the flow of the content. Charts, graphs, plats of a survey, financial statements and resumes from your right-hand people are examples of supporting documents in a business plan. They're natural fits for an appendix, which is where readers look for information that amplifies, clarifies, illustrates and otherwise shows them what you mean.

When readers choose to thumb to the appendix in a business plan is a matter of preference that underscores why it may help to think of an appendix as an adjunct to your business plan, capable of standing on its own and, perhaps, preceded by its own table of contents.

Based on your experience with flipping through appendices, you may know there are several ways to consult the contents:

  • Read the business plan, and when prompted, flip to the specified page in the back before returning to the business plan.  
  • Read the business plan from start to finish, ignoring prompts to "see Appendix, page XX" for more information.
  • Read the business plan from start to finish and then read the appendix in the same manner.

Think of Your Business Plan as a Story

Of course, you may be unconcerned with how readers peruse your business plan; you just want to get through it. Since you're facing the prospect of a 25- to 100-page project, it may seem less daunting to talk your way through it.

Viewing your business plan as the story of your business makes more than practical sense. It may help prepare you for the marketing outreach efforts that lie in your future. Consumers like to read and share stories, and the story of your business vision is probably one you can tell in a compelling way.

As an entrepreneur, chances are that you're highly verbal and articulate – skills that lend themselves well to either:

  • talking and writing your way through the business plan simultaneously.
  • forgoing the actual writing to focus on the narrative, recording the story and then having someone else transcribe the tape.

Focus on a Sensible Format

Either way, without having to worry about what to do with all that supporting documentation, you are free to focus on the structure of the business plan, following a the business plan sample format recommended by the U.S. Small Business Administration:

  • Part 1: Introduction (including the executive summary)
  • Part 2: Market analysis
  • Part 3: Company description
  • Part 4: Product or service
  • Part 5: Management and organization
  • Part 6: Sales and marketing strategies
  • Part 7: Financial information
  • Part 8: Investments and/or funding requests

Take a Tip From Your Talk

As you talk (or dictate), you may find easy ways to "bookmark" inclusions for the appendix as you find yourself:

  • Stopping to elaborate on the information
  • Referring to documents to jog your memory or make a point
  • Going off on a tangent, as everyone is prone to do

The chances are good that this is the type of information you should set aside for the appendix to round out your business plan and greatly reduce your personal pain at the same time.

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Appendix: A Sample Business Plan

The following business plan for Frank’s All-American BarBeQue was built using Business Plan Pro software. It is for the purpose of illustration and does not represent the full capabilities of the software.

Executive Summary

Frank’s All-American BarBeQue has operated for decades in the southern Connecticut shore region. With a tradition of superlative food at fair prices served in a family-friendly atmosphere, the owners now believe it is time to open a second restaurant and expand the production and the distribution of Frank’s signature barbecue sauces. This second restaurant will be in Darien, Connecticut, and will be nearly twice as large, in terms of seating capacity, as the current Fairfield restaurant. The company also plans to ramp up production of its sauces and increase their sales fourfold in the next three years.

The owners of Frank’s All-American BarBeQue and other investors plan to put $160,000 of their own money into the second restaurant and expand the production of the signature sauces. They seek to raise an addition $175,000 from a bank loan that will be repaid in two years.

Vision Statement

To produce the best barbecue food in New England.

Mission Statement

The mission of Frank’s All-American BarBeQue is to provide the southern Connecticut shore region with the finest barbecue food in four major regional styles at affordable prices in a family-friendly setting. As we grow, we will never forget and remain faithful to those factors that have made us a success.

Keys to Success

Frank’s All-American BarBeQue has been in business for nearly forty years. It has weathered good times and bad times through all types of economic conditions. We have survived because Frank’s has remained committed to several principles.

  • The only objective of a restaurant is to serve the finest food it can prepare. Good food—not more gimmicks or advertising—brings in customers and, more importantly, keeps customers.
  • Preparing the finest foods means a commitment to excellence, which means obtaining the best ingredients and a dedication to cooking barbecue properly, which means cooking carefully and slowly .
  • In addition to providing the finest food, we remain committed to providing excellent service. To us, this means friendly and knowledgeable staff members who make the customers feel like they are dining with family.
  • We provide the right atmosphere. Our goal is to have a setting that says “barbecue.” We do not provide a fancy setting; our basic setting complements the food we serve.

Company Summary

Frank’s All-American BarBeQue has been a highly successful restaurant in Fairfield, Connecticut, for nearly forty years. It was started and is still managed by Frank Rainsford. Its food and sauces have won awards at both regional and national barbecue cook-offs. In addition, Frank’s has been voted the best barbecue establishment in Connecticut numerous times by many local newspapers and magazines.

The management team of Frank’s All-American BarBeQue has decided that now is the time to expand to an additional location. After careful analysis, a second Frank’s All-American BarBeQue can and should be opened in Darien, Connecticut. This restaurant will be larger and geared to better tap into the growing premade, take-home dinner market.

In the last few years, Frank’s has been selling its four signature barbecue sauces—Texan, Memphis, Kansas City, and Carolina—in local supermarkets. Although this represents a small portion of overall revenues, sales have been growing at a remarkable pace. This market must be exploited. Preliminary market research indicates that this segment of the business will grow at 20 percent per year for the next five years.

Company Ownership

Presently, Frank’s All-American BarBeQue is a limited liability partnership with Frank Rainsford and his wife Betty as owners. Each has a 50 percent share in the business.

The plans for expansion will bring in capital from three other investors: Robert Rainsford, Susan Rainsford Rogers, and Alice Jacobs. Robert Rainsford and Susan Rainsford Rogers are the son and daughter of Frank and Betty. Both have extensive work experience at Frank’s. Alice Jacobs has been the restaurant’s accountant for over twenty years.

To assist the financing of the expansion, Robert Rainsford and Susan Rainsford Rogers will each invest $50,000, while Alice Jacobs will invest $60,000.

The new limited liability partnership will result in the investors holding the following equity percentages:

Company History

Frank’s All-American BarBeQue was founded in 1972 by Frank Rainsford. Although a native New Englander, Frank learned about cooking barbecue while serving in the US Air Force. During his twelve years of service, he traveled across the country and learned about the four major styles of American barbecue—Texas, Memphis, Kansas City, and Carolina. His plan was to introduce people in southern Connecticut to real barbecue that entailed high-quality meats properly cooked and smoked over an appropriate length of time.

In the beginning, Frank’s All-American BarBeQue was a small facility; it could seat about thirty people. It was located near the Fairfield railroad station and was the first full-service barbecue restaurant in Fairfield. Frank’s placed an emphasis on featuring the food; it had a highly simplified decor where the tables were covered with butcher paper, not linen tablecloths. The restaurant was an immediate hit, received considerable local press, and won several food awards. This success enabled Frank’s to move to a larger facility in Fairfield on the town’s main thoroughfare—Boston Post Road. The new location was a midsize restaurant of about eighty seats. Frank has built this location into a relatively successful and locally well-known enterprise. It has been at the present location since the early 1980s. It shares a parking lot with several other stores in the small mall in which it is located.

Frank’s has won many awards at regional and national barbecue cook-offs (for both the food and the sauces), which is unusual for a barbecue business in New England. The restaurant has been written up, repeatedly, in the local and New York papers for the quality of its food and its four signature barbecue sauces. In the last few years, Frank’s has sold small lots of these sauces in local supermarkets. They have been distributed because of Frank’s personal connections with the store managers. Frank Rainsford has been approached by a major regional supermarket to sell his sauces. The supermarket is willing to find a facility that could produce Frank’s sauces in significantly larger volumes, which would represent a substantial increase in the sales of sauces. “Past Performance of Frank’s All-American BarBeQue” provides a summary of key financial figures for the last three years—2008 to 2010. “Past Performance Chart” illustrates these key numbers for that period of time.

Past Performance of Frank’s All-American BarBeQue

Past Performance Chart

Past Performance Chart

Company Locations and Facilities

Frank’s All-American BarBeQue has been in Fairfield, Connecticut, for decades. It has a reputation throughout the southern Connecticut shore region for excellent food and has received numerous awards. The management team determined that a second location could tap into this local name recognition. Several towns in the region were evaluated for total population, population density, family income, and home value. These factors were considered because of their impact on generating traffic and consumers being able to pay for meals that are priced slightly higher than typical fast-food outlets. In addition, the average family size and the percentage of family households were considered because Frank’s is a family restaurant. Lastly, data were gathered on the average travel time to and from work for residents and the real estate tax rate. Because the new location of Frank’s will emphasize prepared meals, we felt that individuals with longer commutes would be more likely to order meals and pick them up at Frank’s. A summary of these data is provided in “Demographic Data for Selected Connecticut Towns—Part 1” and “Demographic Data for Selected Connecticut Towns—Part 2”.

After thorough analysis, it was concluded that Darien, Connecticut, would be the best location for the new branch of Frank’s All-American BarBeQue. It has a high-income population and a high population density, and a large percentage of its inhabitants are members of family households. They have longer commuting times, which increase the potential need for prepared meals.

Demographic Data for Selected Connecticut Towns—Part 1

Demographic Data for Selected Connecticut Towns—Part 2

A specific location has been identified in Darien for the second Frank’s All-American BarBeQue. It is in a small mall and is large enough to have a seating capacity of 150–160 plus takeout facilities. The mall has more than adequate parking for future customers. The mall is located three blocks from the Metro-North Darien railroad station and is four blocks from the I-95 exit. It is therefore well-positioned to attract traffic from both car and rail commuters. The lease fee for a three-year contract is very reasonable for a property of this size.

Products and Services

Frank’s All-American BarBeQue specializes in the finest barbecue served in a family-friendly format. It uses the finest cuts of meats that are free of any growth hormones. It is known for a variety of slow-smoked and slow-cooked meats, such as ribs, beef, pulled pork, and chicken. These are served with Frank’s famous and award-winning sauce varieties, which represent the four major styles of barbecue cooking. Frank’s is also noted for its side dishes and desserts.

Our goal is to expand operations to a second location in Darien, Connecticut. This outlet will be significantly larger and will have a section devoted to takeout meals.

Competitive Comparison

There are approximately forty specialty barbecue restaurants in Connecticut. They are spread throughout the state, but only four (including Frank’s All-American BarBeQue) are in the southern shore region. The three competitors are smaller operations. None of the barbecue restaurants in Connecticut have the history, reputation, acclaim, or awards that match Frank’s All-American BarBeQue. It is not an exaggeration to say that Frank’s is the preeminent barbecue restaurant in Connecticut. It has a loyal following that reaches as far as New York City.

Frank’s is the only barbecue restaurant in Connecticut where supermarkets are vying for the right to market Frank’s signature barbecue sauces. This sideline business promises to be extremely profitable and support the overall marketing efforts for both locations of Frank’s All-American BarBeQue.

Fulfillment

Frank’s All-American BarBeQue has always been committed to providing the absolute best in barbecue food. This has meant assuring the highest quality ingredients in food preparation. Frank has established a decades-long relationship with suppliers in the New York and Connecticut areas. He selects nothing but the choicest selections of beef, pork, and chicken. He has always made sure that his meats come from suppliers who are committed to quality ingredients and who never use growth hormones. This long-term relationship with a variety of key suppliers enables Frank to secure the best cuts at reasonable prices. Frank is equally careful in using the finest spices for his barbecue sauces. The same is true for all the side dishes that Frank’s All-American BarBeQue offers its customers.

This commitment to quality is not limited to the selection of meats and ingredients. Frank and his staff recognize that top-quality barbecue food requires a knowledgeable and deep commitment to cooking the food properly. All meats must be cooked and smoked slowly. This requires time, effort, expense, and commitment, but the results are spectacular. Some cuts of meat at Frank’s may require as many as eleven hours of preparation and cooking. Excellence is not achieved without a commitment to effort. This effort has been recognized with numerous awards at national barbecue cook-offs. Frank has clearly recognized that the meal is clearly a function of the quality of the meat, quality ingredients, and careful preparation.

Future Products and Services

Frank’s All-American BarBeQue is ready to accept new challenges. Opening a second restaurant will significantly increase sales, but the second location is only the beginning of new directions for Frank’s. Although Frank has been selling his regional barbecue sauces in local outlets for years, he is now ready to sign a contract with a major regional supermarket chain to market and sell these sauces throughout New England. Preliminary studies indicate that Frank can anticipate a 20 percent annual growth rate in the sales of sauces for the next five years.

With the growth of two-income families, less and less time is available to prepare meals at home. Recognizing this simple fact, Frank’s All-American BarBeQue plans to offer a variety of prepackaged barbecue meals that can be picked up at the restaurant and reheated at home. As part of its new commitment to a web-based presence, customers will be able to order these meals by regular phone, with smartphones, or through the Internet. Customers will be able to select from a list of prepackaged dinner meals or any combination of items. Customers can designate the time to pick up the meals, and the meals will be ready for them. This service promises significant revenue growth.

Market Analysis Summary

Since the 1930s, the American public has spent at least 5 percent of its disposable income on eating out. Even with annual fluctuations, this is a strong indicator of the viability of this industry. This can be best illustrated by reviewing industry results for the last few years.

Both 2009 and 2010 were difficult years for the restaurant industry. In 2008, sales increased by 3.8 percent. However, sales fell by nearly 0.75 percent in 2009. This was the first year in the history of the industry that sales actually declined. The restaurant industry’s sales in 2009 were $566 billion, down from over $570 billion. Prices rose by 2.2 percent in 2009. The increase in sales for 2010 was 0.5 percent, and price increases stabilized at 0.75 percent.

It is anticipated that there will be significant price competition in every segment of the restaurant industry. Some analysts argued that the poor performances for the restaurant industry in both 2009 and 2010 could be attributed to declines in both business and personal travel. Hotel occupancy rates in 2009 were down by nearly 10 percent. A study conducted by the National Restaurant Association argued that 20 percent of the sales in casual dining restaurants might be due to travelers and visitors. Frank’s All-American BarBeQue relies to a far lesser extent on travelers as customers. A rough estimate based on credit card receipts, for the period 2006–2010, indicated that travelers represented less than 2 percent of Frank’s sales. The pressure on the restaurant industry has been felt by many chain restaurants, which significantly curtailed their expansion plans.

Even though the recession was in full bloom in 2009, many food prices rose and rose significantly. Beef prices rose between 4 percent and 12 percent, while pork prices rose between 5 percent and 13 percent. Numerous studies have indicated that the increase in commodity prices will not be a transitory phenomenon.

With 925,000 food service locations in operation in the United States, this translates into 1 restaurant for every 330 Americans.

The health-care reform bill passed in 2010 should, in the near future, provide some relief for restaurants by creating a system that will assume greater responsibility by individuals to pay for their own health-care coverage.

Restaurants must also be much more cautious in the future about the possibility of hiring illegal aliens. As a whole, the National Restaurant Association supports immigration reform. However, it is concerned that any legislation should not limit a restaurant’s ability to hire workers. It is also concerned about the cost to assure worker eligibility.

The Mintel Group, a market research firm, found that consumers who are interested in quality opt for independent restaurants over chain outlets. An increasing consumer focus on health translates into an emphasis on natural ingredients. In the barbecue industry, this translates into naturally raised meats (i.e., the avoidance of artificial growth hormones in cattle), which are a hallmark of Frank’s All-American BarBeQue.

The National Restaurant Association estimated that sales in full-service restaurants in 2010 would exceed $184 billion—an increase of 1.2 percent from 2009 sales.

Several macroeconomic factors make opening a restaurant in Darien attractive, including the following:

  • Increases in the growth domestic product (GDP). The GDP is estimated to grow 1.7 percent in 2011 and 1.5 percent in 2012. The estimates for Fairfield County are significantly higher.
  • Disposable personal income. The national level of personal income should rise nearly 4 percent in 2011, and there is an expectation of 3 percent growth in 2012. These numbers appear to be much stronger in the Fairfield County area.

Although 2010 was not a banner year for the restaurant industry—it was one where more restaurants closed than opened each month—there was one bright spot: Chain barbecue restaurants grew between 2 percent and 3 percent—an auspicious sign even for independent operators.

The home meal replacement market and the existing investment in restaurant equipment provide a nice growth opportunity for restaurants. It is been estimated that takeout sales in limited-service chain restaurants might be as large as 60 percent of total sales. The same study found that takeout food has been growing twice as fast as the overall restaurant industry. Natural competitors in this market are supermarkets that offer prepackaged meals. However, we feel that few—if any—supermarkets provide the quality barbecue food that can be found at Frank’s.

Market Segmentation

Frank’s All-American BarBeQue views its major market segment as suburbanites in the south shore region of Connecticut. One way of further segmenting the market is by the type of meal being provided. “Market Analysis 1” provides estimated growth rates for each type of meal (plus sauce sales) and projected number of meals (and jars of sauce) for the period 2011 to 2015. “Market Analysis 2” illustrates the relative contributions.

Market Analysis 1

Market Analysis 2

Market Analysis 2

Market Needs

We believe that the market centers on excellent barbecue food served at reasonable prices and served in a family-friendly manner. We further believe that a growing segment of the market will want prepared meals that can be conveniently picked up and served at home. “Market Analysis” provides a projected breakdown of the potential customers for the next five years. This breakdown is predicated on the type of meals served and includes the sale of sauces. We provide estimated growth rates and forecasted sale of meals (and bottles of sauces) for the period 2011 to 2015. “Market Analysis” shows the breakdown of the number of meals by type in 2015.

Web Plan Summary

Presently, Frank’s All-American BarBeQue has a very simple website. The website provides minimal information—listing some of the menu items and the restaurant’s telephone number. It was created eight years ago by a college student who was working at Frank’s.

Robert Rainsford’s professional expertise is in the area of website development. After graduating from college, Robert was hired by a firm that specialized in developing web and social media presences for other companies. He worked for that firm in New York City for seven years. Robert rose rapidly through the company’s ranks, eventually becoming one of its vice presidents. His expertise in this area will enable Frank’s All-American BarBeQue to significantly enhance its web presence. Rather than just having a website that identifies the restaurant’s location and telephone number, along with a brief summary of its menu, the new website will be far richer in content and capability. It will provide a complete menu listing, identifying all items with corresponding images. The new website will enable customers to place orders through the Internet for lunch, dinner, or takeout items. The section devoted to takeout items will enable a customer to purchase prepared meals or choose from all items on the menu to develop a prepackaged meal. Customers will be able to identify the time that they will arrive for the pickup.

The website will have links to the Facebook and Twitter accounts of Frank’s All-American BarBeQue. These connections will enhance its social media presence. Customers will be asked to post comments about their dining experience and suggestions on how Frank’s can improve its operations and service. It will enable Frank’s to expand operations and still maintain the same close customer relationship that currently exists at the Fairfield restaurant.

Website Marketing Strategy

The new web presence for Frank’s All-American BarBeQue will be geared to developing a new level of customer relationships. Customers at both restaurants will be asked to fill out forms where they will supply an e-mail address and a birthdate. (This information can also be supplied through Frank’s new website.) This information will enable Frank’s to keep customers informed of specials and offer coupons and the new rewards card program for special occasions, such as holidays or birthdays.

We view the website of Frank’s All-American BarBeQue as a major component of enhancing our relationship with our customers. It should provide convenience to customers through their ability to see what is on the menu, identify new specials, and order meals and pick them up at their convenience. The use of social media will expand awareness of Frank’s and enable it to develop closer relationships with present and future customers.

Development Requirements

Robert Rainsford tapped into his expertise in social media and has already developed a far more sophisticated website for Frank’s All-American BarBeQue. He has secured the necessary server capacity to handle additional traffic on the website. In addition, he has set up several social media accounts for Frank’s All-American BarBeQue, including Facebook and Twitter. Robert also created a program linked to a database that will monitor customer purchases through the rewards card program. This program will send out birthday notices and discounts to customers and will inform them of their current status in the rewards card program.

Robert contacted several former colleagues at his former place of employment and has identified several candidates for the role of website manager. This individual will be responsible for updating the website and the social media sites on a daily basis. He or she will also be responsible for analyzing the flow of information that comes through these sites and preparing management reports.

Strategy and Implementation Summary

The core strategy of Frank’s All-American BarBeQue is to continue what has made it a success at a new location. Simply put, our strategy is to provide our customers with the finest barbecue food in Connecticut, at reasonable prices, in a family-friendly environment. In addition, we hope to improve our ability to meet customer needs by making life more convenient for our customers. We believe that these fundamentals are universally applicable.

SWOT Analysis

A strengths, weaknesses, opportunities, and threats (SWOT) analysis was undertaken for Frank’s All-American BarBeQue.

The key strength of Frank’s All-American BarBeQue is the quality of its food and service. It has been the recipient of numerous local and national awards for its foods and sauces. Other strengths include a highly knowledgeable management team with expertise in operating a barbecue restaurant, a close working relationship with suppliers of premier cuts of meats, and a loyal clientele in the south shore region.

The weaknesses associated with this business plan center on operating an additional restaurant with a much larger capacity than the Fairfield, Connecticut, restaurant. The second location will require an experienced restaurant manager. This plan calls for a significant increase in prepared (takeout) meals. Orders will be placed either by phone or through the website. Current personnel have little experience in ratcheting up the takeout portion of the business.

Opportunities

This business plan offers significant opportunities for Frank’s All-American BarBeQue. A second, larger location will translate into a significant increase in sales. Finalizing a business relationship with the regional supermarket chain will enable Frank’s to significantly increase the production and the sales of its signature sauces. The sales of sauces are expected to increase by 20 percent per year for the next five years.

Any expansion with the opening of a new location always entails some risk. The principals of Frank’s All-American BarBeQue will be investing a significant amount of capital and will be borrowing money from a bank to open a second location. It is strongly believed that the second location will capitalize on the success of the Fairfield restaurant and will become a success.

Competitive Edge

The competitive edge of Frank’s All-American BarBeQue resides mainly in the quality of its food and its commitment to serve the food in a family-friendly environment. The quality of its food is unmatched in the entire state. No other barbecue restaurant has received the awards and the accolades that Frank’s All-American BarBeQue has received for the past forty years. Its reputation for quality gives it an edge that no other barbecue restaurant or chain can match.

Marketing Strategy

The target market for Frank’s All-American BarBeQue is essentially suburban families in the south shore region of Connecticut. These people appreciate the finest barbecue food at reasonable prices. It is expected that an important group within this target market will be families with two incomes whose busy schedules would make prepared meals a very attractive option. We further assume that this market is technically sophisticated and will appreciate the convenience of ordering these meals via the Internet.

A key component of the marketing strategy of Frank’s All-American BarBeQue is to use the Internet and technology to enhance the relationship with its customer base. Frank’s will use the website, Facebook, Twitter, and e-mails to inform customers of special food items or discounts based on holidays and customers’ birthdays. We intend to use the website as a mechanism to gain an improved insight into customer needs and wants.

Frank’s All-American BarBeQue will also initiate a rewards card program. Customers will sign up for the rewards card program either at the two locations or online. They can use this program every time they make a purchase either at the restaurants or online. After a set number of visits (seven), customers will be entitled to either discounts or free items. The rewards card program will enable Frank’s All-American BarBeQue to track customers’ buying patterns and anticipate the ways in which they can better serve their customers.

Sales Forecasts

We provide a five-year forecast of the dollar value of sales broken down by the two restaurants and the sauces in the following tables. “Sales”Monthly Sales for Two Restaurants and Sauces” illustrates a forecast for the breakdown of sales on monthly basis in 2011, and “Five-Year Forecast of Sales for Two Restaurants and Sauces” illustrates the breakdown of sales for the next five years.

Sales Forecast

Monthly Sales for Two Restaurants and Sauces

Monthly Sales for Two Restaurants and Sauces

Five-Year Forecast of Sales for Two Restaurants and Sauces

Five-Year Forecast of Sales for Two Restaurants and Sauces

Management Summary

Currently, Frank Rainsford is the CEO and chief operating officer of Frank’s All-American BarBeQue. He is also the restaurant manager at the Fairfield restaurant. During the week, his daughter (Susan Rainsford Rogers) often replaces Frank as the restaurant manager. The Fairfield restaurant has a full-time cook who operates under Frank’s supervision, and two other full-time employees function as waiters and waitresses. These full-time employees are supplemented by six part-time employees.

Under the new management structure, Frank Rainsford will hold the position of CEO. His wife, Betty Rainsford, will be designated the president and chief operating officer. Their daughter, Susan Rainsford Rogers, will be given the title vice president for operations. She will be responsible for the day-to-day operations of the Darien, Connecticut, restaurant. Robert Rainsford will have the title of vice president of marketing. He will be responsible for all marketing activities and the operation of the website. Alice Jacobs will be the vice president of finance and the comptroller of Frank’s All-American BarBeQue.

Organizational Structure

The new management structure of Frank’s All-American BarBeQue is a basic functional layout appropriate for this type of business.

Organizational Chart

Organizational Chart

Personnel Plan

“Forecasts of Personnel” is a five-year breakdown of the types and costs of personnel.

Forecasts of Personnel

Financial Plan

Frank’s All-American BarBeQue will be financing the creation of a second restaurant through a combination of private investment and a bank loan. The private investment will raise $160,000, and Frank’s will seek another $175,000 as a two-year loan. These funds will be used to pay for equipment and leasing expenses associated with opening a second restaurant.

Important Assumptions

The assumptions associated with the grow rates of sales each year for the next five years are the keys to the financial planning process. We began with very modest assumptions of 8 percent growth in lunch sales and 5 percent growth in dinner sales. We anticipate fairly vigorous growth in takeout meals (20 percent) and sauces (15 percent). Although these are large growth rates, we do not feel that they are unrealistic.

Key Financial Indicators

“Key Financial Indicators” provides historical (2008–2010) and forecasted (2011–2015) values for the key financial indicators.

Key Financial Indicators

Breakeven Analysis

In “Breakeven Analysis 1” and “Breakeven Analysis 2”, we show the results of our breakeven analysis for Frank’s All-American BarBeQue. The results indicate that with sales of approximately $110,000 each month, Frank’s All-American BarBeQue will break even.

Breakeven Analysis 1

Breakeven Analysis 2

Breakeven Analysis 2

Projected Profit and Loss

Our analysis anticipates significant growth in profits in the next five years with the opening of a second Frank’s All-American BarBeQue in Darien. The profit margins should increase from in excess of $850,000 in 2011 to nearly $1,600,000 by 2015 and should be in excess of 20 percent for all five years. A complete analysis of the profit and loss statements is in “Profit and Loss”. The annual profits are illustrated in “Yearly Profits”.

Profit and Loss

Yearly Profits

Yearly Profits

Projected Cash Flow

“Cash Flow Forecast” is a five-year forecast of cash flows for Frank’s All-American BarBeQue. The forecast shows extremely strong and positive cash flows for each year.

Cash Flow Forecast

Projected Balance Sheet

“Balance Sheet Forecast” is a balance sheet forecast for Frank’s All-American BarBeQue.

Balance Sheet Forecast

These figures clearly demonstrate that the proposed opening of a second restaurant is more than economically viable; it is an extremely lucrative project that promises to increase the net worth of the firm by 500 percent in five years.

Small Business Management Copyright © by Jason Anderson is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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24 of My Favorite Sample Business Plans & Examples For Your Inspiration

Clifford Chi

Published: February 06, 2024

Free Business Plan Template

business plan appendices sample

The essential document for starting a business -- custom built for your needs.

Thank you for downloading the offer.

I believe that reading sample business plans is essential when writing your own.

sample business plans and examples

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As you explore business plan examples from real companies and brands, it’s easier for you to learn how to write a good one.

But what does a good business plan look like? And how do you write one that’s both viable and convincing. I’ll walk you through the ideal business plan format along with some examples to help you get started.

Table of Contents

Business Plan Format

Business plan types, sample business plan templates, top business plan examples.

Ask any successful sports coach how they win so many games, and they’ll tell you they have a unique plan for every single game. To me, the same logic applies to business.

If you want to build a thriving company that can pull ahead of the competition, you need to prepare for battle before breaking into a market.

Business plans guide you along the rocky journey of growing a company. And if your business plan is compelling enough, it can also convince investors to give you funding.

With so much at stake, I’m sure you’re wondering where to begin.

business plan appendices sample

  • Outline your idea.
  • Pitch to investors.
  • Secure funding.
  • Get to work!

You're all set!

Click this link to access this resource at any time.

Fill out the form to get your free template.

First, you’ll want to nail down your formatting. Most business plans include the following sections.

1. Executive Summary

I’d say the executive summary is the most important section of the entire business plan. 

Why? Essentially, it's the overview or introduction, written in a way to grab readers' attention and guide them through the rest of the business plan. This is important, because a business plan can be dozens or hundreds of pages long.

There are two main elements I’d recommend including in your executive summary:

Company Description

This is the perfect space to highlight your company’s mission statement and goals, a brief overview of your history and leadership, and your top accomplishments as a business.

Tell potential investors who you are and why what you do matters. Naturally, they’re going to want to know who they’re getting into business with up front, and this is a great opportunity to showcase your impact.

Need some extra help firming up those business goals? Check out HubSpot Academy’s free course to help you set goals that matter — I’d highly recommend it

Products and Services

To piggyback off of the company description, be sure to incorporate an overview of your offerings. This doesn’t have to be extensive — just another chance to introduce your industry and overall purpose as a business.

In addition to the items above, I recommend including some information about your financial projections and competitive advantage here too.:

Keep in mind you'll cover many of these topics in more detail later on in the business plan. So, keep the executive summary clear and brief, and only include the most important takeaways.

Executive Summary Business Plan Examples

This example was created with HubSpot’s business plan template:

business plan sample: Executive Summary Example

This executive summary is so good to me because it tells potential investors a short story while still covering all of the most important details.

Business plans examples: Executive Summary

Image Source

Tips for Writing Your Executive Summary

  • Start with a strong introduction of your company, showcase your mission and impact, and outline the products and services you provide.
  • Clearly define a problem, and explain how your product solves that problem, and show why the market needs your business.
  • Be sure to highlight your value proposition, market opportunity, and growth potential.
  • Keep it concise and support ideas with data.
  • Customize your summary to your audience. For example, emphasize finances and return on investment for venture capitalists.

Check out our tips for writing an effective executive summary for more guidance.

2. Market Opportunity

This is where you'll detail the opportunity in the market.

The main question I’d ask myself here is this: Where is the gap in the current industry, and how will my product fill that gap?

More specifically, here’s what I’d include in this section:

  • The size of the market
  • Current or potential market share
  • Trends in the industry and consumer behavior
  • Where the gap is
  • What caused the gap
  • How you intend to fill it

To get a thorough understanding of the market opportunity, you'll want to conduct a TAM, SAM, and SOM analysis and perform market research on your industry.

You may also benefit from creating a SWOT analysis to get some of the insights for this section.

Market Opportunity Business Plan Example

I like this example because it uses critical data to underline the size of the potential market and what part of that market this service hopes to capture.

Business plans examples: Market Opportunity

Tips for Writing Your Market Opportunity Section

  • Focus on demand and potential for growth.
  • Use market research, surveys, and industry trend data to support your market forecast and projections.
  • Add a review of regulation shifts, tech advances, and consumer behavior changes.
  • Refer to reliable sources.
  • Showcase how your business can make the most of this opportunity.

3. Competitive Landscape

Since we’re already speaking of market share, you'll also need to create a section that shares details on who the top competitors are.

After all, your customers likely have more than one brand to choose from, and you'll want to understand exactly why they might choose one over another.

My favorite part of performing a competitive analysis is that it can help you uncover:

  • Industry trends that other brands may not be utilizing
  • Strengths in your competition that may be obstacles to handle
  • Weaknesses in your competition that may help you develop selling points
  • The unique proposition you bring to the market that may resonate with customers

Competitive Landscape Business Plan Example

I like how the competitive landscape section of this business plan below shows a clear outline of who the top competitors are.

Business plans examples: Competitive Landscape

It also highlights specific industry knowledge and the importance of location, which shows useful experience in this specific industry. 

This can help build trust in your ability to execute your business plan.

Tips for Writing Your Competitive Landscape

  • Complete in-depth research, then emphasize your most important findings.
  • Compare your unique selling proposition (USP) to your direct and indirect competitors.
  • Show a clear and realistic plan for product and brand differentiation.
  • Look for specific advantages and barriers in the competitive landscape. Then, highlight how that information could impact your business.
  • Outline growth opportunities from a competitive perspective.
  • Add customer feedback and insights to support your competitive analysis.

4. Target Audience

Use this section to describe who your customer segments are in detail. What is the demographic and psychographic information of your audience?

If your immediate answer is "everyone," you'll need to dig deeper. Here are some questions I’d ask myself here:

  • What demographics will most likely need/buy your product or service?
  • What are the psychographics of this audience? (Desires, triggering events, etc.)
  • Why are your offerings valuable to them?

I’d also recommend building a buyer persona to get in the mindset of your ideal customers and be clear on why you're targeting them.

Target Audience Business Plan Example

I like the example below because it uses in-depth research to draw conclusions about audience priorities. It also analyzes how to create the right content for this audience.

Business plans examples: Target Audience

Tips for Writing Your Target Audience Section

  • Include details on the size and growth potential of your target audience.
  • Figure out and refine the pain points for your target audience , then show why your product is a useful solution.
  • Describe your targeted customer acquisition strategy in detail.
  • Share anticipated challenges your business may face in acquiring customers and how you plan to address them.
  • Add case studies, testimonials, and other data to support your target audience ideas.
  • Remember to consider niche audiences and segments of your target audience in your business plan.

5. Marketing Strategy

Here, you'll discuss how you'll acquire new customers with your marketing strategy. I’d suggest including information:

  • Your brand positioning vision and how you'll cultivate it
  • The goal targets you aim to achieve
  • The metrics you'll use to measure success
  • The channels and distribution tactics you'll use

I think it’s helpful to have a marketing plan built out in advance to make this part of your business plan easier.

Marketing Strategy Business Plan Example

This business plan example includes the marketing strategy for the town of Gawler.

In my opinion, it really works because it offers a comprehensive picture of how they plan to use digital marketing to promote the community.

Business plans examples: Marketing Strategy

Tips for Writing Your Marketing Strategy

  • Include a section about how you believe your brand vision will appeal to customers.
  • Add the budget and resources you'll need to put your plan in place.
  • Outline strategies for specific marketing segments.
  • Connect strategies to earlier sections like target audience and competitive analysis.
  • Review how your marketing strategy will scale with the growth of your business.
  • Cover a range of channels and tactics to highlight your ability to adapt your plan in the face of change.

6. Key Features and Benefits

At some point in your business plan, you'll need to review the key features and benefits of your products and/or services.

Laying these out can give readers an idea of how you're positioning yourself in the market and the messaging you're likely to use. It can even help them gain better insight into your business model.

Key Features and Benefits Business Plan Example

In my opinion, the example below does a great job outlining products and services for this business, along with why these qualities will attract the audience.

Business plans examples: Key Features and Benefits

Tips for Writing Your Key Features and Benefits

  • Emphasize why and how your product or service offers value to customers.
  • Use metrics and testimonials to support the ideas in this section.
  • Talk about how your products and services have the potential to scale.
  • Think about including a product roadmap.
  • Focus on customer needs, and how the features and benefits you are sharing meet those needs.
  • Offer proof of concept for your ideas, like case studies or pilot program feedback.
  • Proofread this section carefully, and remove any jargon or complex language.

7. Pricing and Revenue

This is where you'll discuss your cost structure and various revenue streams. Your pricing strategy must be solid enough to turn a profit while staying competitive in the industry. 

For this reason, here’s what I’d might outline in this section:

  • The specific pricing breakdowns per product or service
  • Why your pricing is higher or lower than your competition's
  • (If higher) Why customers would be willing to pay more
  • (If lower) How you're able to offer your products or services at a lower cost
  • When you expect to break even, what margins do you expect, etc?

Pricing and Revenue Business Plan Example

I like how this business plan example begins with an overview of the business revenue model, then shows proposed pricing for key products.

Business plans examples: Pricing and Revenue

Tips for Writing Your Pricing and Revenue Section

  • Get specific about your pricing strategy. Specifically, how you connect that strategy to customer needs and product value.
  • If you are asking a premium price, share unique features or innovations that justify that price point.
  • Show how you plan to communicate pricing to customers.
  • Create an overview of every revenue stream for your business and how each stream adds to your business model as a whole.
  • Share plans to develop new revenue streams in the future.
  • Show how and whether pricing will vary by customer segment and how pricing aligns with marketing strategies.
  • Restate your value proposition and explain how it aligns with your revenue model.

8. Financials

To me, this section is particularly informative for investors and leadership teams to figure out funding strategies, investment opportunities, and more.

 According to Forbes , you'll want to include three main things:

  • Profit/Loss Statement - This answers the question of whether your business is currently profitable.
  • Cash Flow Statement - This details exactly how much cash is incoming and outgoing to give insight into how much cash a business has on hand.
  • Balance Sheet - This outlines assets, liabilities, and equity, which gives insight into how much a business is worth.

While some business plans might include more or less information, these are the key details I’d include in this section.

Financials Business Plan Example

This balance sheet is a great example of level of detail you’ll need to include in the financials section of your business plan.

Business plans examples: Financials

Tips for Writing Your Financials Section

  • Growth potential is important in this section too. Using your data, create a forecast of financial performance in the next three to five years.
  • Include any data that supports your projections to assure investors of the credibility of your proposal.
  • Add a break-even analysis to show that your business plan is financially practical. This information can also help you pivot quickly as your business grows.
  • Consider adding a section that reviews potential risks and how sensitive your plan is to changes in the market.
  • Triple-check all financial information in your plan for accuracy.
  • Show how any proposed funding needs align with your plans for growth.

As you create your business plan, keep in mind that each of these sections will be formatted differently. Some may be in paragraph format, while others could be charts or graphs.

The formats above apply to most types of business plans. That said, the format and structure of your plan will vary by your goals for that plan. 

So, I’ve added a quick review of different business plan types. For a more detailed overview, check out this post .

1. Startups

Startup business plans are for proposing new business ideas.

If you’re planning to start a small business, preparing a business plan is crucial. The plan should include all the major factors of your business.

You can check out this guide for more detailed business plan inspiration .

2. Feasibility Studies

Feasibility business plans focus on that business's product or service. Feasibility plans are sometimes added to startup business plans. They can also be a new business plan for an already thriving organization.

3. Internal Use

You can use internal business plans to share goals, strategies, or performance updates with stakeholders. In my opinion, internal business plans are useful for alignment and building support for ambitious goals.

4. Strategic Initiatives

Another business plan that's often for sharing internally is a strategic business plan. This plan covers long-term business objectives that might not have been included in the startup business plan.

5. Business Acquisition or Repositioning

When a business is moving forward with an acquisition or repositioning, it may need extra structure and support. These types of business plans expand on a company's acquisition or repositioning strategy.

Growth sometimes just happens as a business continues operations. But more often, a business needs to create a structure with specific targets to meet set goals for expansion. This business plan type can help a business focus on short-term growth goals and align resources with those goals.

Now that you know what's included and how to format a business plan, let's review some of my favorite templates.

1. HubSpot's One-Page Business Plan

Download a free, editable one-page business plan template..

The business plan linked above was created here at HubSpot and is perfect for businesses of any size — no matter how many strategies we still have to develop.

Fields such as Company Description, Required Funding, and Implementation Timeline give this one-page business plan a framework for how to build your brand and what tasks to keep track of as you grow.

Then, as the business matures, you can expand on your original business plan with a new iteration of the above document.

Why I Like It

This one-page business plan is a fantastic choice for the new business owner who doesn’t have the time or resources to draft a full-blown business plan. It includes all the essential sections in an accessible, bullet-point-friendly format. That way, you can get the broad strokes down before honing in on the details.

2. HubSpot's Downloadable Business Plan Template

Sample business plan: hubspot free editable pdf

We also created a business plan template for entrepreneurs.

The template is designed as a guide and checklist for starting your own business. You’ll learn what to include in each section of your business plan and how to do it.

There’s also a list for you to check off when you finish each section of your business plan.

Strong game plans help coaches win games and help businesses rocket to the top of their industries. So if you dedicate the time and effort required to write a workable and convincing business plan, you’ll boost your chances of success and even dominance in your market.

This business plan kit is essential for the budding entrepreneur who needs a more extensive document to share with investors and other stakeholders.

It not only includes sections for your executive summary, product line, market analysis, marketing plan, and sales plan, but it also offers hands-on guidance for filling out those sections.

3. LiveFlow’s Financial Planning Template with built-in automation

Sample Business Plan: LiveFLow

This free template from LiveFlow aims to make it easy for businesses to create a financial plan and track their progress on a monthly basis.

The P&L Budget versus Actual format allows users to track their revenue, cost of sales, operating expenses, operating profit margin, net profit, and more.

The summary dashboard aggregates all of the data put into the financial plan sheet and will automatically update when changes are made.

Instead of wasting hours manually importing your data to your spreadsheet, LiveFlow can also help you to automatically connect your accounting and banking data directly to your spreadsheet, so your numbers are always up-to-date.

With the dashboard, you can view your runway, cash balance, burn rate, gross margins, and other metrics. Having a simple way to track everything in one place will make it easier to complete the financials section of your business plan.

This is a fantastic template to track performance and alignment internally and to create a dependable process for documenting financial information across the business. It’s highly versatile and beginner-friendly.

It’s especially useful if you don’t have an accountant on the team. (I always recommend you do, but for new businesses, having one might not be possible.)

4. ThoughtCo’s Sample Business Plan

sample business plan: ThoughtCo.

One of the more financially oriented sample business plans in this list, BPlan’s free business plan template dedicates many of its pages to your business’s financial plan and financial statements.

After filling this business plan out, your company will truly understand its financial health and the steps you need to take to maintain or improve it.

I absolutely love this business plan template because of its ease-of-use and hands-on instructions (in addition to its finance-centric components). If you feel overwhelmed by the thought of writing an entire business plan, consider using this template to help you with the process.

6. Harvard Business Review’s "How to Write a Winning Business Plan"

Most sample business plans teach you what to include in your business plan, but this Harvard Business Review article will take your business plan to the next level — it teaches you the why and how behind writing a business plan.

With the guidance of Stanley Rich and Richard Gumpert, co-authors of " Business Plans That Win: Lessons From the MIT Enterprise Forum ", you'll learn how to write a convincing business plan that emphasizes the market demand for your product or service.

You’ll also learn the financial benefits investors can reap from putting money into your venture rather than trying to sell them on how great your product or service is.

This business plan guide focuses less on the individual parts of a business plan, and more on the overarching goal of writing one. For that reason, it’s one of my favorites to supplement any template you choose to use. Harvard Business Review’s guide is instrumental for both new and seasoned business owners.

7. HubSpot’s Complete Guide to Starting a Business

If you’re an entrepreneur, you know writing a business plan is one of the most challenging first steps to starting a business.

Fortunately, with HubSpot's comprehensive guide to starting a business, you'll learn how to map out all the details by understanding what to include in your business plan and why it’s important to include them. The guide also fleshes out an entire sample business plan for you.

If you need further guidance on starting a business, HubSpot's guide can teach you how to make your business legal, choose and register your business name, and fund your business. It will also give small business tax information and includes marketing, sales, and service tips.

This comprehensive guide will walk you through the process of starting a business, in addition to writing your business plan, with a high level of exactitude and detail. So if you’re in the midst of starting your business, this is an excellent guide for you.

It also offers other resources you might need, such as market analysis templates.

8. Panda Doc’s Free Business Plan Template

sample business plan: Panda Doc

PandaDoc’s free business plan template is one of the more detailed and fleshed-out sample business plans on this list. It describes what you should include in each section, so you don't have to come up with everything from scratch.

Once you fill it out, you’ll fully understand your business’ nitty-gritty details and how all of its moving parts should work together to contribute to its success.

This template has two things I love: comprehensiveness and in-depth instructions. Plus, it’s synced with PandaDoc’s e-signature software so that you and other stakeholders can sign it with ease. For that reason, I especially love it for those starting a business with a partner or with a board of directors.

9. Small Business Administration Free Business Plan Template

sample business plan: Small Business Administration

The Small Business Administration (SBA) offers several free business plan templates that can be used to inspire your own plan.

Before you get started, you can decide what type of business plan you need — a traditional or lean start-up plan.

Then, you can review the format for both of those plans and view examples of what they might look like.

We love both of the SBA’s templates because of their versatility. You can choose between two options and use the existing content in the templates to flesh out your own plan. Plus, if needed, you can get a free business counselor to help you along the way.

I’ve compiled some completed business plan samples to help you get an idea of how to customize a plan for your business.

I chose different types of business plan ideas to expand your imagination. Some are extensive, while others are fairly simple.

Let’s take a look.

1. LiveFlow

business plan example: liveflow

One of the major business expenses is marketing. How you handle your marketing reflects your company’s revenue.

I included this business plan to show you how you can ensure your marketing team is aligned with your overall business plan to get results. The plan also shows you how to track even the smallest metrics of your campaigns, like ROI and payback periods instead of just focusing on big metrics like gross and revenue.

Fintech startup, LiveFlow, allows users to sync real-time data from its accounting services, payment platforms, and banks into custom reports. This eliminates the task of pulling reports together manually, saving teams time and helping automate workflows.

"Using this framework over a traditional marketing plan will help you set a profitable marketing strategy taking things like CAC, LTV, Payback period, and P&L into consideration," explains LiveFlow co-founder, Lasse Kalkar .

When it came to including marketing strategy in its business plan, LiveFlow created a separate marketing profit and loss statement (P&L) to track how well the company was doing with its marketing initiatives.

This is a great approach, allowing businesses to focus on where their marketing dollars are making the most impact. Having this information handy will enable you to build out your business plan’s marketing section with confidence. LiveFlow has shared the template here . You can test it for yourself.

2. Lula Body

Business plan example: Lula body

Sometimes all you need is a solid mission statement and core values to guide you on how to go about everything. You do this by creating a business plan revolving around how to fulfill your statement best.

For example, Patagonia is an eco-friendly company, so their plan discusses how to make the best environmentally friendly products without causing harm.

A good mission statement  should not only resonate with consumers but should also serve as a core value compass for employees as well.

Patagonia has one of the most compelling mission statements I’ve seen:

"Together, let’s prioritise purpose over profit and protect this wondrous planet, our only home."

It reels you in from the start, and the environmentally friendly theme continues throughout the rest of the statement.

This mission goes on to explain that they are out to "Build the best product, cause no unnecessary harm, and use business to protect nature."

Their mission statement is compelling and detailed, with each section outlining how they will accomplish their goal.

4. Vesta Home Automation

business plan example: Vesta executive summary

This executive summary for a smart home device startup is part of a business plan created by students at Mount Royal University .

While it lacks some of the sleek visuals of the templates above, its executive summary does a great job of demonstrating how invested they are in the business.

Right away, they mention they’ve invested $200,000 into the company already, which shows investors they have skin in the game and aren’t just looking for someone else to foot the bill.

This is the kind of business plan you need when applying for business funds. It clearly illustrates the expected future of the company and how the business has been coming along over the years.

5. NALB Creative Center

business plan examples: nalb creative center

This fictional business plan for an art supply store includes everything one might need in a business plan: an executive summary, a company summary, a list of services, a market analysis summary, and more.

One of its most notable sections is its market analysis summary, which includes an overview of the population growth in the business’ target geographical area, as well as a breakdown of the types of potential customers they expect to welcome at the store. 

This sort of granular insight is essential for understanding and communicating your business’s growth potential. Plus, it lays a strong foundation for creating relevant and useful buyer personas .

It’s essential to keep this information up-to-date as your market and target buyer changes. For that reason, you should carry out market research as often as possible to ensure that you’re targeting the correct audience and sharing accurate information with your investors.

Due to its comprehensiveness, it’s an excellent example to follow if you’re opening a brick-and-mortar store and need to get external funding to start your business .

6. Curriculum Companion Suites (CSS)

business plan examples: curriculum companion suites

If you’re looking for a SaaS business plan example, look no further than this business plan for a fictional educational software company called Curriculum Companion Suites. 

Like the business plan for the NALB Creative Center, it includes plenty of information for prospective investors and other key stakeholders in the business.

One of the most notable features of this business plan is the executive summary, which includes an overview of the product, market, and mission.

The first two are essential for software companies because the product offering is so often at the forefront of the company’s strategy. Without that information being immediately available to investors and executives, then you risk writing an unfocused business plan.

It’s essential to front-load your company’s mission if it explains your "Why?" and this example does just that. In other words, why do you do what you do, and why should stakeholders care? This is an important section to include if you feel that your mission will drive interest in the business and its offerings.

7. Culina Sample Business Plan

sample business plan: Culina

Culina's sample business plan is an excellent example of how to lay out your business plan so that it flows naturally, engages readers, and provides the critical information investors and stakeholders need. 

You can use this template as a guide while you're gathering important information for your own business plan. You'll have a better understanding of the data and research you need to do since Culina’s plan outlines these details so flawlessly for inspiration.

8. Plum Sample Business Plan

Sample business plan: Plum

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Home » Employer Resources » Startup Center » The Ultimate Guide to Creating Investor-Friendly Business Plans [Format Guide]

The Ultimate Guide to Creating Investor-Friendly Business Plans [Format Guide]

Business Plan Format

Are you an aspiring entrepreneur wondering what a business plan should look like and how to create one? A well-structured business plan is an essential part of any successful venture. But it may seem challenging to give shape to your business idea and not miss out on any important details.

In this blog, we’ll discuss the key elements of a business plan and provide you with a useful business plan format with sample statements to help you on your way.

Table of Contents

Business Plan: An Overview

A business plan is a detailed document that outlines the objectives, strategies, and tactics of a business. It is typically used to secure investments, financing, and other forms of support from stakeholders. The document should include information such as descriptions of the company, its products and services, its customers, its marketing and financial plans, and its operational plans. Having a business plan is crucial for any business. It can ensure that everything is taken into account and that the business is well-prepared to succeed.

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Business Plan Format with Sample Templates

Writing a business proposal can be tricky. Whether it is a small or large business, there are a few key elements you should consider when discussing a business strategy to enhance your business plan. This section provides sample templates that can help you streamline your unique business proposal.

1. Give an Executive Summary

An executive summary in a business plan is a brief overview that outlines the major points of the plan. It should be concise and engaging so that it captures the attention of potential investors or lenders. The summary should be in paragraphs with comprehensible headings and points. To write an executive summary, you should briefly answer the following questions (not necessarily all):

  • What is the mission of your business or your company/organization?
  • How did the idea of business come up?
  • Who has the highest leadership?
  • Which industry does the business belong to?
  • What is going to be the employee base?
  • What are the business’s products and services?
  • What are the competitive advantages of the business in the already existing market/industry?
  • What marketing strategy will be used?
  • How many different operational teams are going to form?
  • What is going to be the location?
  • Who are the stakeholders?
  • How will you fund the business?
  • How much money is required to set up the business?
  • What are its future financial targets?

Here is an example of an executive summary of an organic food product start-up.

“[Company Name] is a start-up business venture that specializes in the production and distribution of organic health food products. It was founded by two entrepreneurs who have 10 years of combined experience in the health food industry. The company is located in a major metropolitan area.

Our goal is to become the top provider of organic health food products in our market. We plan to do this by providing high-quality products and services and excellent customer service. We have identified some key competitive advantages that will help us succeed, including our experienced management team, our strong network of suppliers, and our commitment to innovation.”

2. Talk About the Business’s Key Products and Services

In this section, talk about the key products and services that your business plans to offer, along with their value proposition. Here, the term value proposition means why a person will care to buy your product or service. It also uncovers unexplored and potentially marketable opportunities.

Here’s a business proposal example that includes details of key products and services for an organic healthy food product start-up:

“Our business offers organic foods that are healthier and more sustainable. Our value proposition is that our customers can enjoy healthy, farm-fresh foods while feeling good about contributing to the environment. We strive to offer a wide range of products, from organic produce to organic sauces, fruit bars, and snacks.

As dietary habits have evolved, there are a significant number of people who prefer or require gluten-free products due to their health issues. We strive to produce gluten-tolerance-tested, authentic, and trustworthy gluten-free products with delivery and online ordering to make purchasing easier for our customers.”

3. Insight on Competitive Market Analysis

Business planners need to possess comprehensive knowledge of their target industry and market. Having great business analysis skills can help a business planner get a clear understanding of how to compete effectively and gain a foothold in the market. This section should cover the following information:

  • Market Size: Describe the size of the industry, the expected growth rate, and the potential earnings it offers.
  • Target Audience: Who are the perfect customers for your business? Include details like their age, where they live, and their preferences.
  • Competitors: Write about your key competitors’ strengths and weaknesses and how you plan to counter them.
  • USP (Unique Selling Point): Cite what distinguishes your product or service from the competition. What’s your marketing plan to set yourself apart from the competition?
  • Price and Profit: Share what pricing scheme your business will follow and the estimated profit margin.
  • Rules and Regulations: Specify any special rules or laws you must follow in your industry.

An example to describe the market analysis in the business proposal template for an organic healthy food product’s start-up will be like this:

“The health food industry in India is rapidly expanding, with a compound annual growth rate (CAGR) of 20% and an expected CAGR of 16% by 2026, equivalent to $30 billion. This growth is attributed to the increasing number of health-conscious individuals, who are expected to grow from 100 million to 176 million by 2026. Healthy snacking categories like cookies, fruit snacks, snack bars, and trail mixes are expected to experience significant growth.

Our products and services stand out due to our commitment to quality and reasonable prices. Our experienced management team, strong supplier network, and innovation are key competitive advantages. We aim to market our products to health-conscious consumers seeking organic alternatives to conventional foods, aiming to become the leading organic food supplier.”

4. Target Audience Selection

A business’s success is incomplete without fostering and developing its customer base. “You must know your customers and the customers must know you” – this should be the motto for your business.

After in-depth research on target customers, you can form the right marketing and sales strategies. The best way to identify customers is to understand their problems and needs. Simply put, your business’s products and services must solve their problems and fulfill their wants. Here’s an example to share about the target audience selection for an organic, healthy food product start-up:

“Our target audience is adults aged 18-40 who are health-conscious and interested in organic options. We will focus our marketing and sales efforts on this demographic, as they are likely to be more open to trying new products and more likely to embrace organic alternatives. Our goal is to become the leading organic food supplier for this demographic.”

5. Structure of the Company’s Management and Team

This section of the business plan template will discuss the teams and departments that will make the business run. Briefly outline the roles and responsibilities of a position and create a job posting to hire the right employee.

Here is one way to briefly mention your company’s management team structure:

We will have a CEO, COO, CFO, and other executive positions to manage the company’s operations. Several teams will be involved in running the business, including a customer service team, administration, human resources, sales and marketing team, finance team, operations team, and product development team. Each team would have its own set of roles and responsibilities.”

6. Marketing and Promotional Strategies

This is one of the most crucial parts of your business plan. The right marketing and promotional plans help spread the word about your product or service, increase overall brand awareness, capture market share, and thereby, increase the customer base, sales, and profits. Here is a brief overview of marketing and promotional strategies in your business proposal:

“Our marketing strategy is centered around a multi-faceted approach to engaging with our customers. We will create interesting and relevant content for social media platforms, optimize our website for search engines, collaborate with influencers, run targeted online ads, and send out email campaigns.

Our promotional efforts will include limited-time discounts, loyalty programs, and exclusive events to connect with our customers on a personal level. We plan to expand our outreach through partnerships with complementary businesses and attending industry events. To measure the effectiveness of our strategies, we will leverage analytics tools and gather customer feedback to make necessary adjustments. Our ultimate aim is to build trust and credibility in our brand.”

7. Details of Developing Sales Funnel

The growth strategy of a business depends heavily on its sales funnel strategy. This is because successful sales will lead to revenue growth and business expansion. An example to mention about the sales funnel in the business plan model is:

“Our sales funnel is designed to help our business generate more leads and close more sales. We will start by optimizing our online presence to increase visibility and attract potential customers. From there, we will create content and campaigns to nurture leads and build valuable customer relationships. We will then use analytics and other data-driven tactics to identify qualified prospects and target them with effective messaging and emails. Finally, we plan to use automated tools to manage the sales process from start to finish.”

8. Lay Out Your Financial Plan and Budget

This point of your business proposal will include details of the budget, balance sheet, revenue generation, cost reduction strategies, and other expenses. It should talk about the costs required to cover all business operations, management, and estimated future revenue projections. Here is a template of a business budget.

Business Budget Template

9. Add Appendix to Provide Additional Details

The appendix to a business proposal template includes extra documents that give more information about the proposal. You can put in any part that needs evidence, facts, or reports. Normally, the appendix can have these documents:

  • Market research with charts and data from other sources.
  • Licenses, contracts, certificates, or patent papers.
  • Maps and plans for expanding the business facility.
  • Contact details for team members, board members, and current investors.
  • Reports and statements from quality-check experts.
  • Financial documents like the balance sheet and the company’s account statements.

Every business needs a one-of-a-kind business plan format. It should contain all the necessary information and documents to give the reader, investors, and stakeholders a comprehensive overview of the proposed business. By taking the time to structure and create a detailed business plan, entrepreneurs, business planners, and analysts can create a clear and concise guide to help them achieve their goals. Executing a successful business plan, therefore, requires skilled professionals. If you are interested in the field of business management and helping businesses make valuable decisions, then look for work from home accounts jobs to contribute.

Have you ever drafted a business plan? Tell us in the comments below!

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Sandipta Banerjee has completed her Master's in English Literature and Language. She has been working in the field of editing and writing for the past five years. She started her writing journey at a very young age with her poems which have now evolved into a poetry blog. She was working as Editorial Head in a US-based publishing house before joining Internshala.

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Chapter 16 Appendix: A Sample Business Plan

The following business plan for Frank’s All-American BarBeQue was built using Business Plan Pro software. It is for the purpose of illustration and does not represent the full capabilities of the software.

16.1 Executive Summary

Frank’s All-American BarBeQue has operated for decades in the southern Connecticut shore region. With a tradition of superlative food at fair prices served in a family-friendly atmosphere, the owners now believe it is time to open a second restaurant and expand the production and the distribution of Frank’s signature barbecue sauces. This second restaurant will be in Darien, Connecticut, and will be nearly twice as large, in terms of seating capacity, as the current Fairfield restaurant. The company also plans to ramp up production of its sauces and increase their sales fourfold in the next three years.

The owners of Frank’s All-American BarBeQue and other investors plan to put $160,000 of their own money into the second restaurant and expand the production of the signature sauces. They seek to raise an addition $175,000 from a bank loan that will be repaid in two years.

Vision Statement

To produce the best barbecue food in New England.

Mission Statement

The mission of Frank’s All-American BarBeQue is to provide the southern Connecticut shore region with the finest barbecue food in four major regional styles at affordable prices in a family-friendly setting. As we grow, we will never forget and remain faithful to those factors that have made us a success.

Keys to Success

Frank’s All-American BarBeQue has been in business for nearly forty years. It has weathered good times and bad times through all types of economic conditions. We have survived because Frank’s has remained committed to several principles.

  • The only objective of a restaurant is to serve the finest food it can prepare. Good food—not more gimmicks or advertising—brings in customers and, more importantly, keeps customers.
  • Preparing the finest foods means a commitment to excellence, which means obtaining the best ingredients and a dedication to cooking barbecue properly, which means cooking carefully and slowly .
  • In addition to providing the finest food, we remain committed to providing excellent service. To us, this means friendly and knowledgeable staff members who make the customers feel like they are dining with family.
  • We provide the right atmosphere. Our goal is to have a setting that says “barbecue.” We do not provide a fancy setting; our basic setting complements the food we serve.

Company Summary

Frank’s All-American BarBeQue has been a highly successful restaurant in Fairfield, Connecticut, for nearly forty years. It was started and is still managed by Frank Rainsford. Its food and sauces have won awards at both regional and national barbecue cook-offs. In addition, Frank’s has been voted the best barbecue establishment in Connecticut numerous times by many local newspapers and magazines.

The management team of Frank’s All-American BarBeQue has decided that now is the time to expand to an additional location. After careful analysis, a second Frank’s All-American BarBeQue can and should be opened in Darien, Connecticut. This restaurant will be larger and geared to better tap into the growing premade, take-home dinner market.

In the last few years, Frank’s has been selling its four signature barbecue sauces—Texan, Memphis, Kansas City, and Carolina—in local supermarkets. Although this represents a small portion of overall revenues, sales have been growing at a remarkable pace. This market must be exploited. Preliminary market research indicates that this segment of the business will grow at 20 percent per year for the next five years.

Company Ownership

Presently, Frank’s All-American BarBeQue is a limited liability partnership with Frank Rainsford and his wife Betty as owners. Each has a 50 percent share in the business.

The plans for expansion will bring in capital from three other investors: Robert Rainsford, Susan Rainsford Rogers, and Alice Jacobs. Robert Rainsford and Susan Rainsford Rogers are the son and daughter of Frank and Betty. Both have extensive work experience at Frank’s. Alice Jacobs has been the restaurant’s accountant for over twenty years.

To assist the financing of the expansion, Robert Rainsford and Susan Rainsford Rogers will each invest $50,000, while Alice Jacobs will invest $60,000.

The new limited liability partnership will result in the investors holding the following equity percentages:

Company History

Frank’s All-American BarBeQue was founded in 1972 by Frank Rainsford. Although a native New Englander, Frank learned about cooking barbecue while serving in the US Air Force. During his twelve years of service, he traveled across the country and learned about the four major styles of American barbecue—Texas, Memphis, Kansas City, and Carolina. His plan was to introduce people in southern Connecticut to real barbecue that entailed high-quality meats properly cooked and smoked over an appropriate length of time.

In the beginning, Frank’s All-American BarBeQue was a small facility; it could seat about thirty people. It was located near the Fairfield railroad station and was the first full-service barbecue restaurant in Fairfield. Frank’s placed an emphasis on featuring the food; it had a highly simplified decor where the tables were covered with butcher paper, not linen tablecloths. The restaurant was an immediate hit, received considerable local press, and won several food awards. This success enabled Frank’s to move to a larger facility in Fairfield on the town’s main thoroughfare—Boston Post Road. The new location was a midsize restaurant of about eighty seats. Frank has built this location into a relatively successful and locally well-known enterprise. It has been at the present location since the early 1980s. It shares a parking lot with several other stores in the small mall in which it is located.

Frank’s has won many awards at regional and national barbecue cook-offs (for both the food and the sauces), which is unusual for a barbecue business in New England. The restaurant has been written up, repeatedly, in the local and New York papers for the quality of its food and its four signature barbecue sauces. In the last few years, Frank’s has sold small lots of these sauces in local supermarkets. They have been distributed because of Frank’s personal connections with the store managers. Frank Rainsford has been approached by a major regional supermarket to sell his sauces. The supermarket is willing to find a facility that could produce Frank’s sauces in significantly larger volumes, which would represent a substantial increase in the sales of sauces. Table 16.1 "Past Performance of Frank’s All-American BarBeQue" provides a summary of key financial figures for the last three years—2008 to 2010. Figure 16.1 "Past Performance Chart" illustrates these key numbers for that period of time.

Table 16.1 Past Performance of Frank’s All-American BarBeQue

Figure 16.1 Past Performance Chart

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Company Locations and Facilities

Frank’s All-American BarBeQue has been in Fairfield, Connecticut, for decades. It has a reputation throughout the southern Connecticut shore region for excellent food and has received numerous awards. The management team determined that a second location could tap into this local name recognition. Several towns in the region were evaluated for total population, population density, family income, and home value. These factors were considered because of their impact on generating traffic and consumers being able to pay for meals that are priced slightly higher than typical fast-food outlets. In addition, the average family size and the percentage of family households were considered because Frank’s is a family restaurant. Lastly, data were gathered on the average travel time to and from work for residents and the real estate tax rate. Because the new location of Frank’s will emphasize prepared meals, we felt that individuals with longer commutes would be more likely to order meals and pick them up at Frank’s. A summary of these data is provided in Table 16.2 "Demographic Data for Selected Connecticut Towns—Part 1" and Table 16.3 "Demographic Data for Selected Connecticut Towns—Part 2" .

After thorough analysis, it was concluded that Darien, Connecticut, would be the best location for the new branch of Frank’s All-American BarBeQue. It has a high-income population and a high population density, and a large percentage of its inhabitants are members of family households. They have longer commuting times, which increase the potential need for prepared meals.

Table 16.2 Demographic Data for Selected Connecticut Towns—Part 1

Table 16.3 Demographic Data for Selected Connecticut Towns—Part 2

A specific location has been identified in Darien for the second Frank’s All-American BarBeQue. It is in a small mall and is large enough to have a seating capacity of 150–160 plus takeout facilities. The mall has more than adequate parking for future customers. The mall is located three blocks from the Metro-North Darien railroad station and is four blocks from the I-95 exit. It is therefore well positioned to attract traffic from both car and rail commuters. The lease fee for a three-year contract is very reasonable for a property of this size.

Products and Services

Frank’s All-American BarBeQue specializes in the finest barbecue served in a family-friendly format. It uses the finest cuts of meats that are free of any growth hormones. It is known for a variety of slow-smoked and slow-cooked meats, such as ribs, beef, pulled pork, and chicken. These are served with Frank’s famous and award-winning sauce varieties, which represent the four major styles of barbecue cooking. Frank’s is also noted for its side dishes and desserts.

Our goal is to expand operations to a second location in Darien, Connecticut. This outlet will be significantly larger and will have a section devoted to takeout meals.

Competitive Comparison

There are approximately forty specialty barbecue restaurants in Connecticut. They are spread throughout the state, but only four (including Frank’s All-American BarBeQue) are in the southern shore region. The three competitors are smaller operations. None of the barbecue restaurants in Connecticut have the history, reputation, acclaim, or awards that match Frank’s All-American BarBeQue. It is not an exaggeration to say that Frank’s is the preeminent barbecue restaurant in Connecticut. It has a loyal following that reaches as far as New York City.

Frank’s is the only barbecue restaurant in Connecticut where supermarkets are vying for the right to market Frank’s signature barbecue sauces. This sideline business promises to be extremely profitable and support the overall marketing efforts for both locations of Frank’s All-American BarBeQue.

Fulfillment

Frank’s All-American BarBeQue has always been committed to providing the absolute best in barbecue food. This has meant assuring the highest quality ingredients in food preparation. Frank has established a decades-long relationship with suppliers in the New York and Connecticut areas. He selects nothing but the choicest selections of beef, pork, and chicken. He has always made sure that his meats come from suppliers who are committed to quality ingredients and who never use growth hormones. This long-term relationship with a variety of key suppliers enables Frank to secure the best cuts at reasonable prices. Frank is equally careful in using the finest spices for his barbecue sauces. The same is true for all the side dishes that Frank’s All-American BarBeQue offers its customers.

This commitment to quality is not limited to the selection of meats and ingredients. Frank and his staff recognize that top-quality barbecue food requires a knowledgeable and deep commitment to cooking the food properly. All meats must be cooked and smoked slowly. This requires time, effort, expense, and commitment, but the results are spectacular. Some cuts of meat at Frank’s may require as many as eleven hours of preparation and cooking. Excellence is not achieved without a commitment to effort. This effort has been recognized with numerous awards at national barbecue cook-offs. Frank has clearly recognized that the meal is clearly a function of the quality of the meat, quality ingredients, and careful preparation.

Future Products and Services

Frank’s All-American BarBeQue is ready to accept new challenges. Opening a second restaurant will significantly increase sales, but the second location is only the beginning of new directions for Frank’s. Although Frank has been selling his regional barbecue sauces in local outlets for years, he is now ready to sign a contract with a major regional supermarket chain to market and sell these sauces throughout New England. Preliminary studies indicate that Frank can anticipate a 20 percent annual growth rate in the sales of sauces for the next five years.

With the growth of two-income families, less and less time is available to prepare meals at home. Recognizing this simple fact, Frank’s All-American BarBeQue plans to offer a variety of prepackaged barbecue meals that can be picked up at the restaurant and reheated at home. As part of its new commitment to a web-based presence, customers will be able to order these meals by regular phone, with smartphones, or through the Internet. Customers will be able to select from a list of prepackaged dinner meals or any combination of items. Customers can designate the time to pick up the meals, and the meals will be ready for them. This service promises significant revenue growth.

Market Analysis Summary

Since the 1930s, the American public has spent at least 5 percent of its disposable income on eating out. Even with annual fluctuations, this is a strong indicator of the viability of this industry. This can be best illustrated by reviewing industry results for the last few years.

Both 2009 and 2010 were difficult years for the restaurant industry. In 2008, sales increased by 3.8 percent. However, sales fell by nearly 0.75 percent in 2009. This was the first year in the history of the industry that sales actually declined. The restaurant industry’s sales in 2009 were $566 billion, down from over $570 billion. Prices rose by 2.2 percent in 2009. The increase in sales for 2010 was 0.5 percent, and price increases stabilized at 0.75 percent.

It is anticipated that there will be significant price competition in every segment of the restaurant industry. Some analysts argued that the poor performances for the restaurant industry in both 2009 and 2010 could be attributed to declines in both business and personal travel. Hotel occupancy rates in 2009 were down by nearly 10 percent. A study conducted by the National Restaurant Association argued that 20 percent of the sales in casual dining restaurants might be due to travelers and visitors. Frank’s All-American BarBeQue relies to a far lesser extent on travelers as customers. A rough estimate based on credit card receipts, for the period 2006–2010, indicated that travelers represented less than 2 percent of Frank’s sales. The pressure on the restaurant industry has been felt by many chain restaurants, which significantly curtailed their expansion plans.

Even though the recession was in full bloom in 2009, many food prices rose and rose significantly. Beef prices rose between 4 percent and 12 percent, while pork prices rose between 5 percent and 13 percent. Numerous studies have indicated that the increase in commodity prices will not be a transitory phenomenon.

With 925,000 food service locations in operation in the United States, this translates into 1 restaurant for every 330 Americans.

The health-care reform bill passed in 2010 should, in the near future, provide some relief for restaurants by creating a system that will assume greater responsibility by individuals to pay for their own health-care coverage.

Restaurants must also be much more cautious in the future about the possibility of hiring illegal aliens. As a whole, the National Restaurant Association supports immigration reform. However, it is concerned that any legislation should not limit a restaurant’s ability to hire workers. It is also concerned about the cost to assure worker eligibility.

The Mintel Group, a market research firm, found that consumers who are interested in quality opt for independent restaurants over chain outlets. An increasing consumer focus on health translates into an emphasis on natural ingredients. In the barbecue industry, this translates into naturally raised meats (i.e., the avoidance of artificial growth hormones in cattle), which are a hallmark of Frank’s All-American BarBeQue.

The National Restaurant Association estimated that sales in full-service restaurants in 2010 would exceed $184 billion—an increase of 1.2 percent from 2009 sales.

Several macroeconomic factors make opening a restaurant in Darien attractive, including the following:

  • Increases in the growth domestic product (GDP). The GDP is estimated to grow 1.7 percent in 2011 and 1.5 percent in 2012. The estimates for Fairfield County are significantly higher.
  • Disposable personal income. The national level of personal income should rise nearly 4 percent in 2011, and there is an expectation of 3 percent growth in 2012. These numbers appear to be much stronger in the Fairfield County area.

Although 2010 was not a banner year for the restaurant industry—it was one where more restaurants closed than opened each month—there was one bright spot: Chain barbecue restaurants grew between 2 percent and 3 percent—an auspicious sign even for independent operators.

The home meal replacement market and the existing investment in restaurant equipment provide a nice growth opportunity for restaurants. It is been estimated that takeout sales in limited service chain restaurants might be as large as 60 percent of total sales. The same study found that takeout food has been growing twice as fast as the overall restaurant industry. Natural competitors in this market are supermarkets that offer prepackaged meals. However, we feel that few—if any—supermarkets provide the quality barbecue food that can be found at Frank’s.

Market Segmentation

Frank’s All-American BarBeQue views its major market segment as suburbanites in the south shore region of Connecticut. One way of further segmenting the market is by the type of meal being provided. Table 16.4 "Market Analysis" provides estimated growth rates for each type of meal (plus sauce sales) and projected number of meals (and jars of sauce) for the period 2011 to 2015. Figure 16.2 "Market Analysis" illustrates the relative contributions.

Table 16.4 Market Analysis

Figure 16.2 Market Analysis

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Market Needs

We believe that the market centers on excellent barbecue food served at reasonable prices and served in a family-friendly manner. We further believe that a growing segment of the market will want prepared meals that can be conveniently picked up and served at home. Table 16.4 "Market Analysis" provides a projected breakdown of the potential customers for the next five years. This breakdown is predicated on the type of meals served and includes the sale of sauces. We provide estimated growth rates and forecasted sale of meals (and bottles of sauces) for the period 2011 to 2015. Figure 16.2 "Market Analysis" shows the breakdown of the number of meals by type in 2015.

Web Plan Summary

Presently, Frank’s All-American BarBeQue has a very simple website. The website provides minimal information—listing some of the menu items and the restaurant’s telephone number. It was created eight years ago by a college student who was working at Frank’s.

Robert Rainsford’s professional expertise is in the area of website development. After graduating from college, Robert was hired by a firm that specialized in developing web and social media presences for other companies. He worked for that firm in New York City for seven years. Robert rose rapidly through the company’s ranks, eventually becoming one of its vice presidents. His expertise in this area will enable Frank’s All-American BarBeQue to significantly enhance its web presence. Rather than just having a website that identifies the restaurant’s location and telephone number, along with a brief summary of its menu, the new website will be far richer in content and capability. It will provide a complete menu listing, identifying all items with corresponding images. The new website will enable customers to place orders through the Internet for lunch, dinner, or takeout items. The section devoted to takeout items will enable a customer to purchase prepared meals or choose from all items on the menu to develop a prepackaged meal. Customers will be able to identify the time that they will arrive for the pickup.

The website will have links to the Facebook and Twitter accounts of Frank’s All-American BarBeQue. These connections will enhance its social media presence. Customers will be asked to post comments about their dining experience and suggestions on how Frank’s can improve its operations and service. It will enable Frank’s to expand operations and still maintain the same close customer relationship that currently exists at the Fairfield restaurant.

Website Marketing Strategy

The new web presence for Frank’s All-American BarBeQue will be geared to developing a new level of customer relationships. Customers at both restaurants will be asked to fill out forms where they will supply an e-mail address and a birthdate. (This information can also be supplied through Frank’s new website.) This information will enable Frank’s to keep customers informed of specials and offer coupons and the new rewards card program for special occasions, such as holidays or birthdays.

We view the website of Frank’s All-American BarBeQue as a major component of enhancing our relationship with our customers. It should provide convenience to customers through their ability to see what is on the menu, identify new specials, and order meals and pick them up at their convenience. The use of social media will expand awareness of Frank’s and enable it to develop closer relationships with present and future customers.

Development Requirements

Robert Rainsford tapped into his expertise in social media and has already developed a far more sophisticated website for Frank’s All-American BarBeQue. He has secured the necessary server capacity to handle additional traffic on the website. In addition, he has set up several social media accounts for Frank’s All-American BarBeQue, including Facebook and Twitter. Robert also created a program linked to a database that will monitor customer purchases through the rewards card program. This program will send out birthday notices and discounts to customers and will inform them of their current status in the rewards card program.

Robert contacted several former colleagues at his former place of employment and has identified several candidates for the role of website manager. This individual will be responsible for updating the website and the social media sites on a daily basis. He or she will also be responsible for analyzing the flow of information that comes through these sites and preparing management reports.

Strategy and Implementation Summary

The core strategy of Frank’s All-American BarBeQue is to continue what has made it a success at a new location. Simply put, our strategy is to provide our customers with the finest barbecue food in Connecticut, at reasonable prices, in a family-friendly environment. In addition, we hope to improve our ability to meet customer needs by making life more convenient for our customers. We believe that these fundamentals are universally applicable.

SWOT Analysis

A strengths, weaknesses, opportunities, and threats (SWOT) analysis was undertaken for Frank’s All-American BarBeQue.

The key strength of Frank’s All-American BarBeQue is the quality of its food and service. It has been the recipient of numerous local and national awards for its foods and sauces. Other strengths include a highly knowledgeable management team with expertise in operating a barbecue restaurant, a close working relationship with suppliers of premier cuts of meats, and a loyal clientele in the south shore region.

The weaknesses associated with this business plan center on operating an additional restaurant with a much larger capacity than the Fairfield, Connecticut, restaurant. The second location will require an experienced restaurant manager. This plan calls for a significant increase in prepared (takeout) meals. Orders will be placed either by phone or through the website. Current personnel have little experience in ratcheting up the takeout portion of the business.

Opportunities

This business plan offers significant opportunities for Frank’s All-American BarBeQue. A second, larger location will translate into a significant increase in sales. Finalizing a business relationship with the regional supermarket chain will enable Frank’s to significantly increase the production and the sales of its signature sauces. The sales of sauces are expected to increase by 20 percent per year for the next five years.

Any expansion with the opening of a new location always entails some risk. The principals of Frank’s All-American BarBeQue will be investing a significant amount of capital and will be borrowing money from a bank to open a second location. It is strongly believed that the second location will capitalize on the success of the Fairfield restaurant and will become a success.

Competitive Edge

The competitive edge of Frank’s All-American BarBeQue resides mainly in the quality of its food and its commitment to serve the food in a family-friendly environment. The quality of its food is unmatched in the entire state. No other barbecue restaurant has received the awards and the accolades that Frank’s All-American BarBeQue has received for the past forty years. Its reputation for quality gives it an edge that no other barbecue restaurant or chain can match.

Marketing Strategy

The target market for Frank’s All-American BarBeQue is essentially suburban families in the south shore region of Connecticut. These people appreciate the finest barbecue food at reasonable prices. It is expected that an important group within this target market will be families with two incomes whose busy schedules would make prepared meals a very attractive option. We further assume that this market is technically sophisticated and will appreciate the convenience of ordering these meals via the Internet.

A key component of the marketing strategy of Frank’s All-American BarBeQue is to use the Internet and technology to enhance the relationship with its customer base. Frank’s will use the website, Facebook, Twitter, and e-mails to inform customers of special food items or discounts based on holidays and customers’ birthdays. We intend to use the website as a mechanism to gain an improved insight into customer needs and wants.

Frank’s All-American BarBeQue will also initiate a rewards card program. Customers will sign up for the rewards card program either at the two locations or online. They can use this program every time they make a purchase either at the restaurants or online. After a set number of visits (seven), customers will be entitled to either discounts or free items. The rewards card program will enable Frank’s All-American BarBeQue to track customers’ buying patterns and anticipate the ways in which they can better serve their customers.

Sales Forecasts

We provide a five-year forecast of the dollar value of sales broken down by the two restaurants and the sauces in Table 16.5 "Sales Forecast" . Figure 16.3 "Monthly Sales for Two Restaurants and Sauces" illustrates a forecast for the breakdown of sales on monthly basis in 2011, and Figure 16.4 "Five-Year Forecast of Sales for Two Restaurants and Sauces" illustrates the breakdown of sales for the next five years.

Table 16.5 Sales Forecast

Figure 16.3 Monthly Sales for Two Restaurants and Sauces

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Figure 16.4 Five-Year Forecast of Sales for Two Restaurants and Sauces

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Management Summary

Currently, Frank Rainsford is the CEO and chief operating officer of Frank’s All-American BarBeQue. He is also the restaurant manager at the Fairfield restaurant. During the week, his daughter (Susan Rainsford Rogers) often replaces Frank as the restaurant manager. The Fairfield restaurant has a full-time cook who operates under Frank’s supervision, and two other full-time employees function as waiters and waitresses. These full-time employees are supplemented by six part-time employees.

Under the new management structure, Frank Rainsford will hold the position of CEO. His wife, Betty Rainsford, will be designated the president and chief operating officer. Their daughter, Susan Rainsford Rogers, will be given the title vice president for operations. She will be responsible for the day-to-day operations of the Darien, Connecticut, restaurant. Robert Rainsford will have the title of vice president of marketing. He will be responsible for all marketing activities and the operation of the website. Alice Jacobs will be the vice president of finance and the comptroller of Frank’s All-American BarBeQue.

Organizational Structure

The new management structure of Frank’s All-American BarBeQue is a basic functional layout appropriate for this type of business and is shown in Figure 16.5 "Organizational Chart" .

Figure 16.5 Organizational Chart

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Personnel Plan

Table 16.6 "Forecasts of Personnel" is a five-year breakdown of the types and costs of personnel.

Table 16.6 Forecasts of Personnel

Financial Plan

Frank’s All-American BarBeQue will be financing the creation of a second restaurant through a combination of private investment and a bank loan. The private investment will raise $160,000, and Frank’s will seek another $175,000 as a two-year loan. These funds will be used to pay for equipment and leasing expenses associated with opening a second restaurant.

Important Assumptions

The assumptions associated with the grow rates of sales each year for the next five years are the keys to the financial planning process. We began with very modest assumptions of 8 percent growth in lunch sales and 5 percent growth in dinner sales. We anticipate fairly vigorous growth in takeout meals (20 percent) and sauces (15 percent). Although these are large growth rates, we do not feel that they are unrealistic.

Key Financial Indicators

Figure 16.6 "Key Financial Indicators" provides historical (2008–2010) and forecasted (2011–2015) values for the key financial indicators.

Figure 16.6 Key Financial Indicators

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Breakeven Analysis

In Table 16.7 "Breakeven Analysis" and Figure 16.7 "Breakeven Analysis" , we show the results of our breakeven analysis for Frank’s All-American BarBeQue. The results indicate that with sales of approximately $110,000 each month, Frank’s All-American BarBeQue will break even.

Table 16.7 Breakeven Analysis

Figure 16.7 Breakeven Analysis

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Projected Profit and Loss

Our analysis anticipates significant growth in profits in the next five years with the opening of a second Frank’s All-American BarBeQue in Darien. The profit margins should increase from in excess of $850,000 in 2011 to nearly $1,600,000 by 2015 and should be in excess of 20 percent for all five years. A complete analysis of the profit and loss statements is in Table 16.8 "Profit and Loss" . The annual profits are illustrated in Figure 16.8 "Yearly Profits" .

Table 16.8 Profit and Loss

Figure 16.8 Yearly Profits

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Projected Cash Flow

Table 16.9 "Cash Flow Forecast" is a five-year forecast of cash flows for Frank’s All-American BarBeQue. The forecast shows extremely strong and positive cash flows for each year.

Table 16.9 Cash Flow Forecast

Projected Balance Sheet

Table 16.10 "Balance Sheet Forecast" is a balance sheet forecast for Frank’s All-American BarBeQue.

Table 16.10 Balance Sheet Forecast

These figures clearly demonstrate that the proposed opening of a second restaurant is more than economically viable; it is an extremely lucrative project that promises to increase the net worth of the firm by 500 percent in five years.

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  1. Template: 55 Business Plan Appendix Content Samples

    Business Plan Appendix Template: 55 Examples of What to Include | Company Plan What is an Appendix in a Business Plan?

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    The appendix in a business plan is a supplementary section that contains additional information and supporting documents, such as charts, graphs, financial statements, market research, and legal papers, which complement the main body of the plan.

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    Courses + More What is the Appendix to my Business Plan? Material that adds to the business plan, but doesn't belong in the body. The appendices allow you to include valuable information to your business plan that does not fit neatly within the body of the plan.

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    You should also include a chart of your break-even analysis. If you've already been running your business and have made sales, include your financial statements to date. 2. Market Research and Analysis. If you have charts and graphs that support the market analysis of your business plan, include those as well.

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    A business plan should be structured in a way that it contains all the important information that investors are looking for. Here are the main sections of a business plan: 1. Title Page. The title page captures the legal information of the business, which includes the registered business name, physical address, phone number, email address, date ...

  13. What Is an Appendix in a Business Plan?

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    Charts, graphs, plats of a survey, financial statements and resumes from your right-hand people are examples of supporting documents in a business plan. They're natural fits for an appendix, which is where readers look for information that amplifies, clarifies, illustrates and otherwise shows them what you mean.

  15. Appendix: A Sample Business Plan

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    Business Plan Format with Sample Templates. Writing a business proposal can be tricky. Whether it is a small or large business, there are a few key elements you should consider when discussing a business strategy to enhance your business plan. This section provides sample templates that can help you streamline your unique business proposal. 1.

  19. Everything You Need to Know about the Business Plan Appendix

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  20. PDF Appendix 15 Sample Business Plan

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  21. PDF Appendix 16 Sample Business Plan

    Sample Business Plan Introduction and Instructions You need to present a solid understanding of the business application process, the specific site requirements and submit a business plan that reflects your financial ability to fully operate the sites being offered in the prospectus.

  22. PDF Appendix 16

    A Sample Business Plan is found in Appendix J. Low-cost assistance and training in preparing a business plan is available from Small Business Development Centers (SBDC) located throughout the United States. Although a complete business plan as found in Appendix J is recommended, the minimum requirements for the Business Plan are as follows: 1.

  23. Appendix: A Sample Business Plan

    Appendix: A Sample Business Plan For more information on the source of this book, or why it is available for free, please see Table of Contents Chapter 16 Appendix: A Sample Business Plan The following business plan for Frank's All-American BarBeQue was built using Business Plan Pro software.