[Company Logo]

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consent of Big Africa.

Welcome to the
Ultimate Business Plan:
How to Take your idea and turn it into a moneymaking
business!

This step-by-step guide will get your company started

in the right direction
Many people think that a business plan is something you do when approaching
investors for money. It is more than that. Your plan is just that, it is YOUR PLAN
for your business-the way you will achieve your goals and dreams for the
company you are creating. Your plan is the blueprint for how you want your
company to look, who it will target and how you will finance your great scheme.
Even if you are self-funding, you need to have a plan. Research consistently
shows that businesses without a plan have a greater chance of failing than those
who do.
Many people plan for 5 yearsremember that at the end of the 5 you need to re
work your plan for the next 5. Business plans are documents in progress. Things
may go better or worse than predicted, maybe a new competitor opens up next
door. This requires changes and modifications as you go along, but the bulk of it
will probably remain the same.

Lets begin with the look and feel of your

companyan introduction to who you are

[Company Logo]
- A logo is your businesss trademark symbol; like Nikes [swoosh] or Apples [apple]. If
you dont have a logo dont worry, just use your companys initials for now and you can
design a logo later.

[Company Name] BUSINESS PLAN

[Current Month], [Year]
[Name]
[Title]
[Company Name]
[Address 1]
[Address 2]
[City, State Zip]
Tel: [ ]
Fax: [ ]
Email: [ ]

CONFIDENTIAL
No offering is made or intended by this document. Any offering of interests in [Company Name] will be made only in
compliance with Federal and State securities laws. Alter this to relevant National laws. this is dependant upon the
country you are located within.
This document includes confidential and proprietary information of and regarding [Company Name]. This document
is provided for informational purposes only. You may not use this document except for informational purposes, and
you may not reproduce this document in whole or in part, or divulge any of its contents without the prior written
consent of [Company Name]. By accepting this document, you agree to be bound by these restrictions and
limitations.

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Table of Contents
(right click anywhere on this table and select Update Field after you have completed the plan)

I. Executive Summary...........................................................................................3
II. Company Overview..........................................................................................3
Who is [Company Name]?..................................................................................3
[Company Name]s History.................................................................................3
[Company Name]s Unique Qualifications..........................................................3
III. Industry Analysis.............................................................................................3
The Relevant Market Size...................................................................................3
Market Trends.....................................................................................................3
Why [Company Name] is Needed.......................................................................3
IV. Customer Analysis..........................................................................................3
[Company Name]s Core Customers..................................................................3
Customer Needs.................................................................................................3
Customer Decision-Making.................................................................................3
V. Competitive Analysis.......................................................................................3
Overview.............................................................................................................3
Competitive Advantages.....................................................................................3
VI. Marketing Plan.................................................................................................3
Products, Services & Pricing...............................................................................3
Promotions Plan..................................................................................................3
Distribution Plan..................................................................................................3
VII. Operations Plan..............................................................................................3
Key Operational Processes................................................................................3
Milestones...........................................................................................................3
VIII. Management Team........................................................................................3
Management Team Members.............................................................................3
Management Team Gaps....................................................................................3
Board Members...................................................................................................3
IX. Financial Plan..................................................................................................3
Revenue Model...................................................................................................3
Financial Highlights.............................................................................................3
Funding Requirements/Use of Funds.................................................................3
Exit Strategy........................................................................................................3
X. Appendix...........................................................................................................3

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Next is the executive summary; which is a shortened version or recap of

your business plan that someone can look at and understand the purpose of
your business without having to read a full detailed report It will be easier if
you skip this section for now, do all your research first, and then tackle this
section when you have all the data you need the aim here is to begin to sell
your company in as little space as possible. Many investors will read the
summary first, if they like it they will read more.

I. Executive Summary
Business Overview In this overview, these are things you should point-out when
trying to explain your business to someone so they can start to grasp your vision Start with a CONCISE one line explanation of your business for example:

We are an organic restaurant located in Durban, South Africa.

We operate a social networking website for working mothers
We are a software development company that enables individuals to more efficiently complete
their taxes

Then, discuss other pertinent information:

What the status of your company is (when formed, startup vs. generating revenues)
More information, as needed, for the audience to better understand the scope of your opportunity
and whats unique about it (e.g., currently there is only one other organic restaurant located in
Durban; or organic means)
What are some pertinent details about the product or service you are offering (e.g., our software
product is unique in that it accomplishes this and that)
Another way of thinking about this is to imagine you are in an elevator with a VIP and you have
only 30 seconds to convince him to listen to you more before you reach the top floor and he
leaves the elevator.

Success Factors These are positive resources or services that will contribute to your
companys future growth and potential greatness - factors that will help your company
excel in the market Start this section with the following line: [Company Name] is uniquely qualified to succeed due to the
following reasons:
Then discuss why your company is a great investment opportunity. For example:

The business has already accomplished this and that (sales, product development, website
traffic, other key milestones which have been completed, etc.)
The management team has done this and that. The management team has these skill sets which
make is perfect for this venture.
The business model has been proven by this company and that company or in this industry and
that industry

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These market trends support the business opportunity

These unmet customer needs support the business opportunity
The business is poised to accomplish these milestones in the near future which will result in this

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Financial Needs and Exit Strategy

This section needs to include how much money the company is seeking and what the key uses of these
funds are. If the company is seeking an equity investment, the expected exit strategy (e.g., IPO, sale to
[list potential acquirers], etc.) should be documented. The exit strategy is all of your options for how you
could get our of your company (or the investor) could sell to another company, could become an IPO
initial public offering and the public would buy shares of your company, etc. Use creative financing here.
The section should include top-line financial results for the next 3 to 5 years such as:

A word on finances here be realistic. Dont promise to sell 1,000 units a year if your production
capacity is only 500-unless you are looking for the capital to increase your capacity. Top-line
projections over the next three years are as follows:

Figure 1: Annual Financial Summary

Here are a few key financial terms you should be familiar with when putting together your financial
statements:
Revenue is the money your company gains by its normal business activities; like selling goods
or services to customers. Keep in mind, this total is taken before costs and expenses are
deducted.
Direct Expenses An expense or cost that can be traced directly to a specific cost center or cost
object (such as a department, process, or product). Examples of direct costs are labor, materials,
fuel, or power.
Gross Profit Also known as gross income. This is your costs taken away from your revenue.
So if I sold $1,000 of product, but it cost me $500 for my materials. My gross profit is $1,000 - $500
= $500.
Other Expenses This covers costs associated with activities outside of, or indirectly associated
with the central business of a company. An example might be in a manufacturing company, the
expense of airtime to communicate with your supply team in another city.
EBIT DA This is an acronym meaning, Earnings Before Interest, Taxes, Depreciation, and
Amortization. Plain and simple, an approximate measure of a companys operating cash flow. All
of your earnings before subtracting costs, etc. (Seek financial help from a registered Accountant
for this).
Depreciation The decline in the value of an asset (a noncash expense) as a result of wear and
tear, age, or become obsolete (new equipment available).
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Amortization The gradual elimination of a liability, such as a mortgage or building payment, paid
in regular payments over a specified time.
Preliminary Expense Written off This is a term used in the USA to indicate that the preliminary
expenses have been written off of the income statement due to tax purposes. [Once again,
check with your accountant on your countrys rules and regulations regarding writing off
preliminary expenses.]
Income Tax Expense annual tax taken by the government [Please consult a professional tax
advisor for this laws and stipulations are different for each respective nation.]
Net Income What remains after subtracting all the costs (namely business costs, depreciation,
interest, and taxes) from the companys revenues. Net Income is sometimes referred to as
bottom line because it is located at bottom line of most income statements & is what is left
after all is said and done.

NOTE: - With Finances, think of it in terms of trying to start a fruit stand if you
started an apple company with fifty apples but you needed twenty oranges for
variety, you might trade twenty apples for twenty oranges And lets say for
consumers each apple/orange cost $5 in revenue and it cost you $2 to replace
it... The revenue is $5, the expense is $2, so revenue minus (-) expense =
gross profit.. So overall gross profit is $2 Think simple and work to set-up
an easy-to-manage system for managing your companys finances If youve
tried and are still having trouble, dont get discouraged, you can always find
or hire a professional to help you A good source to connect with people
that can help you is the online community at www.BigAfrica.com -

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II. Company Overview

This section of the business plan goes into more detail regarding the background of your company.
Company overview is just a more specific recap of your companys history, creation, existence,
etc Why you created your company and why youre passionate about it, and why it will work
You have to have a reason for creating your company-one that taps into your passion. If you are
not passionate about what you do then it is unlikely that you will stick it out when the going gets
tough.

Who is [Company Name]?

Like in the Executive Summary, this section should start with a CONCISE one line explanation of your
business such as:

We are an organic restaurant located in Miami, FL

We operate a social networking website for working mothers
We are a software development company that enables individuals to more efficiently complete
their taxes

Unlike in the Executive Summary, in this section you can be a little more long-winded in explaining some
of the details of the company and business opportunity.

[Company Name]s History

In this section, you also need to also offer a more detailed profile of the company including its:

Date of formation
Legal structure (LLC vs. C-Corp., etc.) Office location(s)- if you work from your home then just put that, lots of entrepreneurs work out of
their home office - remember to incorporate this fact into your finances. Many countries all a
percentage of home expenditure to be written off against tax if you work from home (just not all of
it, the 5 hour phone call to Aunt Mabel in Malibu just doesnt make it as a business expense).
Business stage (start-up vs. undergoing Research & Development [R&D] vs. serving customers,
etc.)

You should then detail, if applicable, accomplishments that your organization has already achieved (past
accomplishments are a huge indicator of future performance and thus give investors/lenders confidence).
Include bullets or a timeline/chart of your companys accomplishments including items such as the
following:

Prior funding rounds were received

Products and services were launched
Revenue milestones were reached (e.g., date when sales surpassed $X)
Key partnerships were executed

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Key customer contracts were secured

Key employees were hired

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[Company Name]s Unique Qualifications

Finally, the Company Analysis should detail why the company is uniquely qualified to
succeed. This is often referred to as the companys unfair competitive advantage. This
advantage could include a world-class management team, proprietary technology, proven
operational systems.

What makes your company special or different from other companies..? Is your
idea revolutionary..? Is it going to help people..? Whats intriguing about your
company?
Important Note: it is OK if your business plan is slightly repetitive as compared to the Executive
Summary. Specifically, you can and will cover the contents of the Executive Summary throughout
the plan.
The Executive Summarys job is to concisely present the business opportunity, while the rest of
the plans job is to expand upon each of the key points.
You do not want to simply copy and paste text from the Executive Summary to the rest of the plan, except
for possibly the one-line description of your company that you develop.

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III. Industry Analysis:

The Industry Analysis describes the landscape in which your company is operating. In this
section, you prove to the investor that there is a real need for your products and services and
that the market is large enough to support substantial sales.
- This is your research of why there is a growing need for your businesss industry and why investors
should take advantage of this opportunity; for example: In the U.S.A., Starbucks exists because theres a
large demand for trend gourmet coffee and their unique coffee house settings.
- Research is important. If you havent done any, then get out and do some! Visit your potential
competitors to see how their service operates. Check out their prices. At the very least go to
www.Google.com and search for them check their website! You must know your industry to be
successful in it for example, if you are starting an internet caf, you must know internet penetration
statistics in the area you are in, etc.

The Relevant Market Size

This section should detail the key markets in which you are competing. You can start big, but then you
need to pare down to the relevant market size.
- For example, you can start by saying that Nigerian restaurant sales totaled $x billion last year, but if your
restaurant is based in Lagos, you need to point out the size of the Lagos restaurant market.
You need to strive to define the relevant market size, which equals your companys sales if it were to
capture 100% of your specific niche of the market. So, if you develop a new medical product used to
conduct biopsies, then you need to pare down from the trillion dollar healthcare market to the medical
devices market to the market for medical devices used to conduct biopsies.
Cite third party market research whenever possible; which means site another/alternative source for your
statistics

Market Trends The current popularity or culture of your market or target audience In this section, you need to point out what is going on in your market. Is the market size growing or
shrinking? By what percentage?
Detail what factors are contributing to the market trends and your projections for where the market will be
in the future.
Site third party market research whenever possible.

Why [Company Name] is Needed

Importantly, you either need to create a stand-alone section and/or incorporate into the previous two
sections why market conditions and trends support the need for your company.
For example, if you are an organic supermarket in Nairobi and you can point to the fact that the organic
supermarket industry is large and growing, but that there are no organic supermarkets in the southern

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portion of this city (where you plan to locate), than you have made a strong case regarding why your
venture might succeed.

IV. Customer Analysis

You should research and know the type of customer youre targeting You should
know exactly what the consumer wants and needs.
This section of your plan assesses the customer segment(s) that you serve. You must convey the needs
of your target customers and show how your products and services satisfy these needs. If you cant meet
your customers needs, then it is unlikely that you will sell anything at allHowever, if you do know their
needs, then you will dominate the market!

[Company Name]s Core Customers

Define exactly which customers you are serving and be specific. For example, our car dealership targets
upscale buyers within the greater Cape Town area. Or, our software is targeted to purchasing managers
at middle market companies.
Like in the industry analysis, you need to drill down to identify the customers whose needs you specifically
solve.
Example Nikes core customers are young athletes.
Remember that you cannot please everyone. Later you will be designing your systems and operations to
target the thinking of your key customers. If you do this right, you will get a few other groups along as
well! Think back to your financial plan at this point have you got enough potential customers in your
specific target group to warrant the income you predict? In other words, are you servicing the right group
of customers? Sometimes, the best way to discover this is by testing it! Make a sample product and see
who would want to buy it, you will learn a lot about who you thought your customer was by testing.

Customer Needs
Here you will delineate, as specifically as possible, the needs of your customers. As much as possible,
use third party market research. Once again, cite your research when available.
For example, according to a study by XYZ firm, our target customers:

Spend 2 hours/day on the Internet

Are frustrated by slow internet speeds
Rarely use internet chat
Primarily (96%) spend their time reading and writing emails
Etc.

Also, discuss where your target customers live geographically and what their demographic profiles are
(e.g., age, income, etc.).

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Customer Decision-Making
If you are making a complex or business-to-business sale, you need to detail the customer decision
making process and sales cycle.
Answer questions such as whether the prospective customer will consult others in their organization
before making a decision, whether the prospective customer will seek multiple bids and/or how long the
expected sales cycle is.

V. Competitive Analysis
This section of your plan assesses your competition. Any business plan that claims there are no
competitors greatly undermines the credibility of the management team. Having competition typically
implies that there is a real market for your products and services. The key here is showing that you
understand your competition and have real competitive advantages.
- Going and seeing who your competition is in your area of business, for example Starbucks
competes with Dunkin Donuts. Nike competes with Reebok, Under Armor and Adidas

Overview
In this section, describe the types of competitors (if there is more than one) and/or detail the general
competitive landscape within your market.
For instance, a company that sells and installs retail carpets competes with other retail carpet stores.
They also compete with companies that sell and install wood flooring. Finally, they compete with stores
like Home Depot which sell flooring products that homeowners can install themselves.
So, in this section, the company would state that we compete with three core types of businesses: other
carpet installers/retailers, wood flooring installers/retailers and hardware retailers selling to the do-ityourself market. In the section below you would detail the key competitors within each of these
categories.

Competitive Advantages
Here, you should list each of your key competitors, assess their strengths and weaknesses, and explain
your competitive advantages.
Provide legitimate reasons why competitors are lacking. For example, dont just say that they stink.
Rather, say that the competitor has poor customer service and their customers need to wait an average of
15 minutes to speak to a customer service representative, and how your company has figured out a way
to reduce the waiting time to only 2 minutes.

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VI. Marketing Plan This is where the African make a plan

slogan comes into play
The Marketing Plan demonstrates how your company will penetrate the market with your products and/or
services.

Products, Services & Pricing

In this section, you should detail your companys products and services.
Go into detail regarding your offerings, price points, distinguishing factors regarding your products and
services, etc.
If you are a restaurant, you can include your menu. If you sell widgets, than list all the SKU numbers and
product descriptions. If you sell software, list all the key features of the software. If detailing your products
and services takes more than 2 pages, summarize and include the rest of the information in the Appendix.

Promotions Plan
This section details the ways in which you will drive prospective customers to learn about your company.
Promotional activities could include online or offline advertising, public relations, free samples, discounts,
direct mail, telemarketing, partnerships, etc. Remember that somewhere in your budget this will have to
appear. Make sure you allocate funds properly! You never want to say you will run a month of TV ads, and
not have a substantial amount of funds set aside for the project in your expenses.
Get specific. For instance, tell about the PR firm you have hired or plan to hire and what media outlets
you plan to target.
Talk about your online marketing strategy and how much traffic you expect you will drive to your website
and at what cost.
If applicable, talk about what promotions you have done and what the successes have been.

Distribution Plan
If you have more than one distribution point, then discuss how your products are sold to your customers.
Is it done by partners, distributors or outside sales reps? Are sales made on your website? Are they made
in your physical stores? Do you have kiosks at malls? Etc.

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VII. Operations Plan

The Operations Plan details 1) the processes that must be performed to serve customers every day
(short-term processes) and 2) the overall business milestones that the company must attain to be
successful (long-term processes).

Key Operational Processes

This section should provide an overview of the key processes needed to run the business. Specifically,
you need to highlight the key functions and systems that have been put in place to ensure smooth
operations.
For example, if you are a sales organization, maybe you have a CRM system that helps manage
information flow and client correspondence. Well this needs to be documented here.
Or, you operate a content-rich website. Well, here you need to document how you develop your content,
perhaps discussing the system in which you find writers, writers submit their work, the submissions are
edited, and finally the content is published on your website.

Milestones
In this section, you need to list the key milestones that the Company plans to achieve in the future and the
target date for achieving them. These new milestones could include:

New products and services introductions

Revenue milestones
Key partnerships executed
Key customer contracts secured
Key financial events (future funding rounds, IPO, etc.)
Key employee hires

VIII. Management Team

The Management Team section of the business plan must prove why the key company personnel are
eminently qualified to execute on the business model.

Management Team Members

Here you should list each of the key members of the management team. List each persons name, title
and then provide one to two paragraphs on their background. Include educational degrees, past
employment and accomplishments.

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Management Team Gaps

If your management team has gaps, address them here. Discuss what position(s) is/are missing and
when you expect to fill them and with whom (if applicable).

Board Members
Like in the section above which describes the Key Team Members, this section should list Board
members. Include their names and brief bios.

IX. Financial Plan The point where you talk about the money.
The Financial Plan explains how the execution of the companys vision will reap great financial rewards
for the investor or allow the lender to recoup their principle plus interest.

Revenue Model
This section should describe how the company generates revenues. These revenue streams could
include, among others:

Sales of products/services
Referral revenues
Advertising sales
Licensing/royalty/commission fees

Financial Highlights
While the full pro-forma (projected) Income Statements, Balance Sheets and Cash Flow Statements
should be included in the Appendix, a condensed version of the Income Statement should appear here so
that the investor can quickly grasp the short and long-term potential profitability of the venture.
You should also detail the key assumptions such as penetration rates, operating margins, headcount,
etc., that you used in creating the financial projections. The full assumptions can appear in the Appendix.

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Figure 2: Financial Highlights

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Figure 3: Projected Expenses

Funding Requirements/Use of Funds

This section needs to detail the sources and uses of funds. The sources of funds primarily include the
amount of outside investments (e.g., equity investments, bank loans, etc.) that you are seeking and
operating revenues.
Uses of funds could include expenses involved with marketing, staffing, technology development, office
space, etc. In this section you should detail the key uses of funds/reasons why you need capital.

Exit Strategy
Equity investors greatly desire and are motivated by a clear picture of the companys exit strategy, or the
timing and method through which they can cash in on their investment. As such, in this section you
should detail your expected exit such as IPO or acquisition.
If you expect to be acquired, do research to determine what other companies have been acquired in your
market space, the valuation and timing of these acquisitions, and list companies that you think might be
potential acquirers.

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X. Appendix
The Appendix is used to support the rest of the business plan.
Include the following (if applicable) in the Appendix:

Projected Income Statements, Balance Sheets and Cash Flow Statements

Technology: Technical drawings, patent information, etc.

Product/Service Details: More details about your products and services.

Partnership and/or Customer Letters: Letters from partners and/or customers stating their interest
in working with your company can add enormous credibility and validation.
Expanded Competitor Reviews: Most companies have several direct and/or indirect competitors.
While the Competitive Analysis section of the plan reviews the most direct competitors, adding a
more thorough list and description in the Appendix shows that management truly understands the
players in the market.
Customer Lists: Including a list of key customers that your company is serving in addition to their
status and/or type or quantity of product/service being sold.

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Figure 4: 5 Year Annual Income Statement

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Figure 5: 5 Year Annual Balance Sheet

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Figure 6: 5 Year Annual Cash Flow

- Remember not to get intimidated by any of the terms or lingo of this tutorial its designed to help you, not discourage you
If there are terms that you do not understand logon to the internet and search for the definitions on a dictionary. If you still need help, feel free to
post your question in the Big Africa Conference section of www.BigAfrica.com or email us at info@bigafrica.com.

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