business
‘Failing to plan is planning to fail.’ — Alan Lakein, author
Five ways to succeed
Use all available resources to help you to research.
Put your best foot forward.
Be completely honest when doing your SWOT.
Understand what your customers really need.
Seek expert advice when you need it.
Five ways to fail
Waffle and use jargon.
Assume you know your market and competitors.
Cut corners when doing research and analysis.
Fail to get the maths right.
Write your business plan and then ignore it.
What is a business plan?
Put simply, a business plan is a set of goals and a roadmap of how you will achieve them. You may be wondering why you need a business plan, especially if you’re starting up a very small business, perhaps with only yourself working for it, and aren’t planning on borrowing any money to finance it. Well, the answer is simple: writing down your goals and plans will allow you to focus more clearly on your idea and spot any gaps or opportunities that you may not previously have been aware of. In addition, it provides you with a written set of time-specific goals for the business to be working towards, allowing you to track its progress. And of course, if you’re seeking investment or a loan, your bank or other potential investors will want to see a business plan and they will be your key readership.
You don’t have to be a financial expert or an experienced strategist to write an effective business plan. Indeed, your first one could be very simple and only a few pages in length.
How to do your research
It’s likely that you’ll need to do some research to complete your business plan. Research is often a confusing area for new entrepreneurs, so don’t be afraid to ask for help.
A good place to start is at the library: try the business section, which should contain useful resources, such as industry sector reference books or databases with information on the size of the market, detailed information on your competitors and market trends. Some cities have business and patent libraries that hold a vast stock of up-to-date reference books and databases on all industry sectors. In the UK, the biggest one is the British Library in London. Other cities throughout the UK and internationally have similar resources; check out the European PatLib network. Alternatively, try the Institute of Directors, which has an international network of branches and affiliates, or relevant trade associations, for example, the Chartered Institute of Marketing. These organizations can help you to get your idea off the ground by providing information on trademarking, intellectual property and in-depth information on your industry sector.
The internet is also a goldmine of intelligence, and there are hundreds of websites providing tools or templates to help you to do your research or write your business plan.
The all-important executive summary
Let’s begin with the summary of your business plan. Although you’re likely to write this section after you’ve completed the rest of the plan, it should appear at the beginning of your plan, so we’ll cover it here.
This is the single most important part of your plan and where you can capture your readers’ attention. Keep it clear, succinct and engaging. Anyone reviewing your plan will read this section first before deciding if they’re interested enough to keep reading.
In this section you should introduce yourself and describe your experience and any relevant skills or qualifications. Give a brief description of the business, its purpose and a summary headline overview of how this will be achieved. Highlight the following aspects of the business:
its strengths, for example, its USP, any intellectual property or registered trademarks held, upfront orders, management team experience
expected profitability and turnover
the market and the potential for sales
any funding requirements and potential prospects for investors
The length of your summary will depend on the length and complexity of your business plan. As a general rule of thumb, an acceptable length is somewhere between one and four pages. Before writing yours, it’s worth reading a few others to compare length, style and detail. Larger businesses often include their business plan on the company website, so look around at how others have written their executive summaries. If you’re writing your business plan to leverage investment, ask your potential investors if they have a particular style or format you should adhere to.
Business description
The business description section usually follows on from the executive summary. It should outline the vital elements of the business, including:
a history of the business or the history of the idea.
the ownership of the business.
any awards won or membership in reputable industry bodies.
the location of the business.
the structure of the business (e.g. sole trader, Ltd, LLP).
the company size.
the purpose of the business or mission statement if one has been developed.
your vision.
Be careful not to use industry or business jargon when describing these things as the reader may not understand it. Keep descriptions simple, using layman’s language.
Description of the products or services
Next, you need to describe your product or service. What does it offer the customer and why should they buy it? Does it have any unusual or innovative features? How will you make the product or run the service? How will orders be fulfilled? Make a brief comparison to any similar products or services on the market and describe what makes yours unique. If you have any intangible assets, such as trademarks, copyright or patents pending or owned, ensure you describe them here.
Market analysis
Your target market