The following five steps to writing a great business plan are not meant to minimize the importance of the other steps, stages, or components of a business plan. However, these steps relate to certain recognized components of the typical business plan that, if done poorly or inaccurately, undermine the overall integrity of the entire business plan itself. So follow these steps meticulously and then fill in the blanks with the other plan components and you will have a document that is certain gain you the investment you need to be successful.

Step 1—Writing a Knockout Executive Summary

The Executive Summary is perhaps the most important part of the business plan but is also the step that should be done last. The Executive Summary contains the most important elements of the business plan such as what the business concept is, who developed or conceived of the business concept, and how much money or funding is required. Yet, the Executive Summary does not contain every single element of the business plan but only the most critical. In this respect, it should be noted that the Executive Summary is often the first and only portion of a business plan that is actually read. Bank officers and busy executives that are tasked with identifying new investment opportunities do not have time to read entire business plans unless they are for businesses that have actually been selected. In this respect, if you have a winning Executive Summary then you have more of a chance of having a winning Business Plan. The Executive Summary should have the following characteristics: • The Business Concept should be prominently stated in a single sentence in the beginning of the summary • The length should be a page or less • The objectives, as in funding and support, should be very clearly outlined

Step 2—Writing the General Company Description

This step is often overlooked by would be business people or entrepreneurs. However, detailing what the business actually is one of the most important steps in the business plan. If the business concept or description is vague then the reviewer will be less inclined to fund or support the project. Be descriptive but be accurate and concise in describing what your business actually does and how you intend it to be accomplished. Additionally, you will want to provide the business’ official classification or NAICS code so that it is clear that this is a recognized industry with established markets. The general company description also includes more detail about who conceived of the business and why this business is important and why it will be successful. But, do not write a novel and remember that this is not creative fiction. You are not trying to be the next Hemingway but rather the next Warren Buffet!

Step 3—Writing the Marketing Plan

This is the step in the business plan writing process that is the most complex and most demanding of time and resources. The Marketing Plan requires extensive research and planning in order to result in a useful document. There are a host of topics that a great Marketing Plan requires but some of the more critical are: • The Industry Overview: this section informs the reviewer of just how big the targeted industry is in terms of customers as well as overall sales revenues for all competitors—this section basically says why this business is worth getting into • Target Market: this section informs the reviewer of actually who your customer is. This too, is extremely vital information because if you do not know who your customer is then you cannot design advertising to reach the customer and your business is destined to failure—find out who your customer is by identifying demographic details such as age, gender, income levels, and such factors as education levels for example • Competitor Analysis: understanding who your competition is and why they are successful or even failing is a measure of how you will succeed or fail as well. This section should be on actual local competitors in your local market because this is who you will actually be competing against By ensuring that these sections are researched fully you inform your audience for the business plan than you are not only passionate about the business but are willing to invest the time and effort to become knowledgeable about management, leadership, and the overall industry.

Step 4—Writing about the Management & Organization

The Management and Organization section of the business plan is where you introduce yourself and your proposed business to your audience. Just as you meet people in person with a firm handshake and eye contact, so too should you introduce yourself and your company in a business plan. This is accomplished by offering short but detailed descriptions of each business officer that is selected to manage or fulfill a position within the company. This includes their skills, education, and experience without embellishment. Additionally, you must detail how your company is to be structured; i.e. as a corporation, a sole proprietorship, or similar. Then go on to describe the organization and how its management will be structured, such as with a Board of Directors or similar.

Step 5—Writing about the Startup Expenses & Capitalization

While the financials within a business plan are important, those figures are more often than not pro forma or essentially educated guesses. What business plan reviewers really want to see is: 1) how much is the business actually going to cost to startup and 2) how much money do you have and anticipate having. That’s it. These two figures can effectively kill your business if they are not accurate and truthful. It is easy to state in the financials on the income statement, for example, that you expect first year revenues to be 20% over operating costs but if your startup costs are high and capitalization is low, reviewers are going to question how you actually intend to generate these types of revenue projections.

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