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Business plan: step by step ultimate guide 2024

How to Create a business Plan

Table of Contents

How To make a business plan

Creating a winning business plan is like constructing a roadmap for your entrepreneurial journey. It’s a strategic tool that helps you define your vision, set clear goals, and anticipate potential challenges. A comprehensive business plan not only clarifies your strategy but also ensures you are well-prepared to navigate the competitive landscape.

But how do you start? What elements should your business plan include to ensure it sets a strong foundation for success? In this step-by-step guide, we will delve into the process of crafting a detailed and effective business plan. You’ll learn how to outline your business’s objectives, strategies, financial forecasts, and much more. Whether you are a seasoned entrepreneur or just starting out, this guide will equip you with the insights and tools needed to create a business plan that paves the way for your success.


What is a business plan?

A business plan is a comprehensive document that outlines the objectives, strategies, and operational procedures of a business. It serves as a strategic roadmap, guiding entrepreneurs and business owners through the journey of building and growing their company. Key components of a business plan typically include:

    • Products or Services: Detailed descriptions of what the business offers.

    • Target Market: Identification and analysis of the intended customer base.

    • Competitors: An overview of the competitive landscape.

    • Marketing and Sales Strategies: Plans for reaching and engaging customers.

    • Financial Plan: Projections of revenue, expenses, and profitability.

    • Management Team: Information about the leadership and organizational structure.

A well-crafted business plan is essential for several reasons. Internally, it helps business owners clarify their vision, organize their operations, and evaluate the feasibility of their ideas. Externally, it can attract investors and secure funding by demonstrating a clear understanding of the market, a viable revenue model, and a robust strategy for managing risks and achieving success.

Business plans are dynamic documents that should evolve with the business. Startups may frequently update their plans as they refine their understanding of their customers and market fit. Established companies might review and adjust their plans periodically to reflect new goals and changing market conditions. Whether you are seeking investment or simply aiming to guide your business towards success, a solid business plan is a crucial tool in your entrepreneurial toolkit.

Why is a business plan crucial?

A business plan is essential for any entrepreneur or business owner aiming to enhance their chances of success. Here are some key reasons why a well-crafted business plan is crucial:

Clarifies Business Goals and Objectives

A business plan helps you to clearly define your business goals and objectives. By critically thinking about what you want to achieve and how you plan to get there, you gain a clear understanding of your vision. This sense of direction and purpose helps keep you focused and motivated, guiding your efforts towards measurable milestones.

Guides Decision-Making

Developing a business plan requires you to consider various scenarios and potential challenges that may arise. This preparation allows you to devise strategies to address these issues, reducing the risk of costly mistakes. With a clear plan, you can make informed decisions that align with your overall business goals, ensuring long-term success.

Attracts Investors and Secures Funding

Investors and lenders often require a business plan before committing to your venture. A well-documented plan that outlines your company’s goals, strategies, and financial projections can instill confidence in potential investors and lenders. It demonstrates that you have thoroughly considered your business idea and have a solid strategy for achieving success.

Identifies Potential Challenges and Risks

A business plan forces you to evaluate potential challenges and risks that could impact your business. Questions such as market demand, sufficient capital, competitive landscape, and marketing effectiveness need to be addressed. By identifying these challenges early, you can develop strategies to mitigate risks and overcome obstacles, positioning your business for resilience and success.

Provides a Basis for Measuring Success

A business plan serves as a framework for measuring success by setting clear goals and financial projections. Regularly referring to your plan allows you to benchmark your progress and evaluate whether you are meeting your objectives. This ongoing assessment helps you to make necessary adjustments and ensures your business remains on the right track.

Facilitates Business Growth and Adaptation

As your business evolves, so should your business plan. It is a living document that needs to be updated regularly to reflect new insights, market conditions, and business goals. For startups, frequent updates can help refine strategies and customer understanding, while established businesses can use periodic reviews to stay aligned with long-term objectives.

“In summary, a business plan is not just a document; it is a strategic tool that guides your business from inception through growth. It clarifies your vision, supports decision-making, attracts investment, identifies risks, measures success, and adapts to changes. Whether you are just starting out or looking to grow your business, a robust business plan is indispensable.”

How to make a business plan step by step

1. Create an executive summary

The executive summary is a concise overview of your entire business plan, designed to give time-crunched readers, such as potential investors and lenders, a high-level snapshot of your business. This crucial section should highlight the key points of your plan, persuading readers to delve deeper into the details. Although it appears first, it is often best to write this section last, after you have developed the other parts of your plan.

Your executive summary should be clear, compelling, and no longer than one page. It should include the following elements:

    • Business Concept: Briefly describe what your business does.

    • Business Goals and Vision: Outline what your business aims to achieve.

    • Product Description and Differentiation: Explain what you sell and what makes it unique.

    • Target Market: Identify your primary customers.

    • Marketing Strategy: Summarize how you plan to reach and engage your customers.

    • Current Financial State: Provide an overview of your current revenue and financial status.

    • Projected Financial State: Forecast your anticipated revenue and financial growth.

    • The Ask: State the amount of funding you are seeking and how it will be used.

    • The Team: Introduce the key members of your business team.

Think of this as your elevator pitch, designed to grab attention and keep readers interested. It should include a mission statement and a broad summary of your financial growth plans. If you find it challenging to condense all this information, consider enlisting the help of colleagues or mentors to review and refine your summary.

By crafting a strong executive summary, you set the stage for your business plan, capturing the essence of your vision and laying the foundation for a compelling narrative that can attract investors and guide your business to success.

2. Write a company description

The company description section provides a detailed overview of your business, highlighting who you are and what you plan to achieve. This section answers fundamental questions about your business, offering an introduction to your mission, vision, and what sets you apart in the marketplace.

For Example, Playing Cards Brand Theory11 shares insights on when and why they started.

Basic Information

    • Registered Name: The official name of your business.

    • Business Address: The physical location of your business operations.

    • Key Personnel: Names and roles of the essential team members, highlighting their unique skills and expertise.

Business Structure

    • Type of Business: Define your business structure (e.g., sole proprietorship, partnership, limited liability company (LLC), corporation).

    • Ownership Stakes: Specify the ownership percentage each owner holds and their involvement in the company.

Mission, Vision, and Values

    • Mission Statement: A concise statement reflecting the purpose and core values of your business.

    • Vision Statement: An aspirational description of what your business aims to achieve in the future.

    • Value Proposition: What differentiates your products or services and why customers should choose your business.

Background and History

    • Founders: Information about the founders, their backgrounds, and motivations for starting the business.

    • Company History: A brief history of your business, including key milestones, achievements, and how the company has evolved over time.

    • Industry Context: An overview of the industry you operate in and where your business fits within that landscape.

Business Model and Objectives

    • Business Model: A description of how your business makes money, including your primary revenue streams.

    • Short and Long-Term Goals: Outline your immediate objectives and long-term aspirations, providing a roadmap for your business’s growth and development.

The company description is not just a formality; it’s an essential component that introduces readers to the essence of your business. It sets the stage for understanding your company’s purpose, the market you serve, and the strategic direction you are heading. By clearly articulating these details, you build a strong foundation for the rest of your business plan, positioning your company as a compelling investment opportunity.

3. Conduct a market analysis

Conducting a comprehensive market analysis is a crucial step in your business planning process. This section provides an in-depth look at your industry, competitors, and target market, helping you understand the environment in which your business will operate. A thorough market analysis includes the following components:

Industry Overview

    • Market Size: Estimate the overall size of your market. Use relevant, independent data sources to validate your estimates. This might include government statistics, industry reports, and market research studies.

    • Industry Trends: Research current trends in your industry. Look at consumer behavior, emerging technologies, and market growth projections. Tools like Google Trends and trade publications can provide valuable insights.

Target Market Analysis

    • Customer Profile: Define your ideal customer. Consider demographics such as age, gender, income, education level, and geographic location. Understand their needs, behaviors, and purchasing habits.

    • Market Needs: Identify the specific needs of your target market and how your product or service meets those needs. Highlight any gaps in the market that your business will address.

Competitive Analysis

    • Competitor Landscape: Identify your direct and indirect competitors. Direct competitors offer similar products or services, while indirect competitors offer alternatives that solve the same problem.

    • Competitive Advantage: Analyze what sets your business apart. Consider cost leadership (offering lower prices), differentiation (unique features or services), and market segmentation (targeting a niche audience).

    • SWOT Analysis: Conduct a SWOT analysis to evaluate your Strengths, Weaknesses, Opportunities, and Threats. This visual tool helps you understand the internal and external factors that could impact your business.

Key Questions to Answer

    • What does the current market look like?: Describe the current state of the market, including key players and market dynamics.

    • Who are your competitors?: List and describe your main competitors and their market positions.

    • What are they offering?: Detail the products or services your competitors provide.

    • What will give you a competitive advantage?: Identify the unique aspects of your business that will help you stand out.

    • Who is your target market?: Define the characteristics of your ideal customers.

    • What are they looking for and why?: Understand the needs and motivations of your target market.

    • How will your product or service satisfy a need?: Explain how your offerings meet the needs of your customers.

Market Research Tips

    • Use Multiple Sources: Gather data from various reputable sources, including government databases, industry associations, and academic research.

    • Validate Your Assumptions: Use independent data to support your market estimates and business assumptions.

    • Make Informed Guesses: While you may not have perfect information, base your market analysis on as many verifiable data points as possible.

By conducting a thorough market analysis, you gain valuable insights into the competitive landscape and your business’s position within it. This analysis not only helps you understand your market but also provides the foundation for your business strategies and decision-making.

Here is an example to illustrate how to approach this section:

4. Ideal customer Avatar segmentation

Your ideal customer, also known as your target market, forms the foundation of your marketing plan and influences your overall business strategy. Understanding who this person is will guide your strategic decisions and ensure your business efforts are aligned with your customers’ needs and preferences. This section provides a holistic overview of your ideal customer by describing their general and specific demographic characteristics.

Customer Segmentation

To create a detailed picture of your ideal customer, consider the following attributes:

    • Location: Identify where they live. This could include specific cities, regions, or countries.

    • Age Range: Define the age range that best represents your target market.

    • Education Level: Determine their level of education, such as high school, college, or advanced degrees.

    • Behavior Patterns: Describe common behavior patterns, including shopping habits, lifestyle choices, and decision-making processes.

    • Leisure Activities: Understand how they spend their free time. What hobbies or interests do they pursue?

    • Employment: Identify where they work, their job roles, and the industries they are involved in.

    • Technology Usage: Specify the types of technology and platforms they frequently use.

    • Income Level: State their typical income range.

    • Values and Beliefs: Highlight their core values, beliefs, or opinions that influence their behavior and purchasing decisions.

Why These Characteristics Matter

This detailed customer avatar helps you tailor your marketing efforts and business strategies to meet the specific needs and preferences of your target market. For instance, the interests, shopping habits, and pricing sensitivity of a college student differ significantly from those of a 50-year-old executive at a Fortune 500 company. Recognizing these differences ensures that your business decisions are well-informed and targeted.


Consider the following example to illustrate the importance of customer segmentation:

    • Ideal Customer: A college student
        • Location: Urban areas near universities

        • Age Range: 18-24

        • Education Level: Currently enrolled in college

        • Behavior Patterns: Prefers online shopping, values convenience and quick delivery

        • Leisure Activities: Enjoys social media, streaming services, and outdoor activities

        • Employment: Part-time jobs or internships

        • Technology Usage: Heavy use of smartphones and social media platforms

        • Income Level: Limited disposable income

        • Values and Beliefs: Environmentally conscious, values experiences over material goods

Contrast this with:

    • Ideal Customer: A 50-year-old executive
        • Location: Suburban or metropolitan areas

        • Age Range: 45-55

        • Education Level: Advanced degrees (MBA, etc.)

        • Behavior Patterns: Prefers in-store shopping for luxury items, values quality and brand reputation

        • Leisure Activities: Enjoys golf, fine dining, and travel

        • Employment: Senior management positions in large corporations

        • Technology Usage: Uses a mix of personal and professional tech tools, values efficiency

        • Income Level: High disposable income

        • Values and Beliefs: Focuses on career advancement, values premium services and products

By clearly defining and understanding your ideal customer, you can create a business plan that effectively addresses their needs and preferences, ensuring that your marketing and operational strategies are well-targeted and effective.

5. Describe your products and services

In this section, provide detailed information about the products and services your business offers or plans to offer. This is a critical part of your business plan as it highlights what you are bringing to the market and how you plan to meet the needs of your target customers.

Product and Service Overview

    • Product/Service Description: Provide a detailed explanation of your products or services, including their key features and benefits.

    • How It Works: Explain the functionality of your product or service and how it solves the problems or meets the needs of your customers.

    • Unique Selling Points (USPs): Highlight what sets your products or services apart from the competition. Focus on any unique features, innovations, or advantages.

Pricing Model

    • Pricing Strategy: Outline your pricing model and strategy. Include information on how prices are determined, any pricing tiers or packages, and the rationale behind your pricing decisions.

    • Value Proposition: Explain how your pricing provides value to your customers while ensuring profitability for your business.

Market Fit

    • Target Market Needs: Describe how your products or services meet the specific needs of your target market. Use the Product/Market Fit Template to demonstrate the alignment between what you offer and what your customers are looking for.

    • Customer Segments: Identify the typical customers you serve and how your products or services cater to their preferences and requirements.

Supply Chain and Fulfillment

    • Supply Chain: Describe your supply chain and sourcing strategy. Explain where your products come from, whether they are handmade, manufactured, or dropshipped.

    • Order Fulfillment: Detail your order fulfillment strategy, including how products are delivered to customers, any logistics partners involved, and your approach to inventory management.

Future Products and Intellectual Property

    • Upcoming Products: Provide information about any new products or services you plan to launch in the near future. Explain how these new offerings will enhance your product line and contribute to profitability.

    • Intellectual Property: List any current or pending patents, trademarks, or other intellectual property related to your products or services. This demonstrates your commitment to protecting your innovations and maintaining a competitive edge.

Visual Aids

    • Product Images: Include high-quality images or visual aids to give readers a clear understanding of what your products look like.

    • Diagrams and Charts: Use diagrams or charts to illustrate product features, the supply chain process, or any other relevant information that benefits from visual representation.

By providing a comprehensive overview of your products and services, you offer potential investors, partners, and customers a clear understanding of what you offer, how it fits into the market, and why it stands out. This section is essential for conveying the value and potential of your business offerings.

6. Draft a marketing and sales strategy

In this section, detail your marketing and sales strategies to demonstrate how you will attract and retain customers, differentiate your products or services, and achieve your business goals. A well-defined marketing and sales strategy highlights your understanding of the market and your plans for reaching your ideal customer.

Target Market

    • Ideal Customer: Describe your target market based on your customer segmentation. Highlight the key characteristics, behaviors, and needs of your ideal customer.

    • Market Positioning: Explain how your business fits within the industry and how it stands out from competitors. Identify the gap in the market that your product or service fills.

Pricing Strategy

    • Pricing Model: Outline your pricing strategy, including the rationale behind your pricing decisions. Explain how your pricing aligns with your target market’s expectations and purchasing power.

    • Competitive Pricing: Compare your pricing to competitors. Highlight any advantages your pricing offers, such as better value or affordability.

Promotion Strategy

    • Advertising and Promotional Tactics: Detail the methods you will use to promote your products or services. This could include digital marketing (e.g., social media ads on Instagram and TikTok, SEO, content marketing), traditional advertising (e.g., print, radio, TV), and promotional events (e.g., trade shows, webinars).

    • Marketing Channels: Identify the primary channels through which you will reach your customers. Explain why these channels are effective for your target market.

    • Brand Messaging: Describe the key messages and value propositions you will communicate to your audience. Ensure these align with your brand values and resonate with your ideal customer.

Sales Strategy

    • Sales Channels: Explain where and how you will sell your products. This might include online platforms (e.g., e-commerce websites, marketplaces), physical retail locations, or a combination of both.

    • Sales Tactics: Outline your sales approach, including direct sales, partnerships, and distribution strategies. Describe any sales training or tools you will use to support your sales team.

    • Customer Acquisition: Detail your plan for acquiring new customers, including lead generation tactics and conversion strategies. Explain how you will nurture leads and move them through the sales funnel.

Go to Market Strategy

    • Launch Plan: Use a Go to Market Strategy Template to visually map out how you will introduce your product or service to the market. Include timelines, key milestones, and critical activities leading up to the launch.

    • Market Entry: Explain whether you are entering a new market or expanding in an existing one. Describe any partnerships, collaborations, or strategic alliances that will support your market entry.

Monitoring and Adjusting

    • Performance Metrics: Identify the key performance indicators (KPIs) you will use to measure the success of your marketing and sales efforts. This could include metrics like customer acquisition cost (CAC), lifetime value (LTV), conversion rates, and return on investment (ROI).

    • Continuous Improvement: Describe your approach to monitoring marketing and sales performance. Explain how you will gather feedback, analyze results, and make adjustments to your strategies to ensure ongoing success.

By outlining a comprehensive marketing and sales strategy, you demonstrate to potential investors, partners, and stakeholders that you have a clear plan for attracting and retaining customers, differentiating your offerings, and driving business growth.

Here is an example of a marketing plan for a new business:

7. budget and financial projections

This section is critical for demonstrating the financial viability of your business. It provides a detailed overview of your current financial position and projects future financial performance. Investors and lenders will closely scrutinize this section to assess the potential for profitability and return on investment.

Current Financial Position

Describe your company’s current financial status, including:

    • Startup Costs: List the initial expenses required to start your business, such as equipment, inventory, licenses, and other startup necessities.

    • Funding Received: Detail any funding you have already secured, including loans, grants, investments, or personal funds.

Financial Statements

Include three key financial statements to give a comprehensive view of your business’s financial health:

    • Income Statement: This statement shows your revenue, expenses, and profit or loss over a specific period. It helps readers understand your revenue sources and cost structure.

    • Balance Sheet: The balance sheet provides a snapshot of your business’s financial position at a given point in time. It lists your assets (what you own) and liabilities (what you owe), providing a clear picture of your net equity.

    • Cash Flow Statement: The cash flow statement tracks the inflows and outflows of cash, highlighting your business’s liquidity. It shows how cash moves through your business and identifies periods of positive or negative cash flow.

Financial Projections

Projecting your future financial performance is crucial for planning and securing investment:

    • Revenue Projections: Estimate your expected sales over the next three to five years. Use historical data if available, or market research and industry benchmarks for startups.

    • Profit and Loss Projections: Provide detailed projections of your expected income, expenses, and profits over the next few years.

    • Cash Flow Projections: Forecast your cash inflows and outflows to ensure you can maintain liquidity. This includes anticipated revenue, operating expenses, and any planned investments.


Create a budget to plan your spending and ensure you stay on track financially:

    • Operational Costs: Include rent, utilities, salaries, and other day-to-day expenses.

    • Marketing and Sales Costs: Allocate funds for advertising, promotions, and sales strategies to attract and retain customers.

    • Unexpected Costs: Set aside a contingency fund for unforeseen expenses or emergencies.

Financial Metrics

Include key financial metrics to give a quick overview of your business’s financial health:

    • Net Profit Margin: The percentage of revenue remaining after all expenses are deducted.

    • Current Ratio: A measure of your ability to pay short-term obligations, calculated as current assets divided by current liabilities.

    • Accounts Receivable Turnover Ratio: How often you collect receivables per year, indicating the efficiency of your credit policies.

Funding Strategy

Outline your strategy for raising additional funds if needed:

    • Funding Requirements: Specify the amount of funding you need and the purposes for which it will be used.

    • Funding Sources: Identify potential sources of funding, such as loans, equity investments, or grants.

    • Repayment Plan: For loans, provide a clear repayment plan showing how and when you intend to repay the borrowed funds.

Visual Aids

Use charts and graphs to present your financial data clearly and effectively. Visual aids help readers quickly grasp your financial projections and the overall health of your business.

By providing a thorough and realistic financial overview, you demonstrate to investors and lenders that your business is financially viable and well-prepared for future growth. This section should instill confidence in your ability to manage your finances and achieve your financial goals.

8. Tools to help you draft and create your Business Plan

Writing a business plan can be challenging for business owners, but it’s essential for starting or expanding a business. Fortunately, there are numerous tools available to streamline the process. These tools assist with planning, drafting, creating graphics, syncing financial data, and more. Business plan software often includes templates and tutorials, enabling you to complete a comprehensive plan in hours rather than days.

    1. Business Plan Software:
        • LivePlan: Offers step-by-step guidance, industry benchmarks, and financial projections.

        • Bizplan: Provides drag-and-drop templates and financial tools to simplify the creation process.

    1. Graphic Creation Tools:
        • Canva: Ideal for creating visually appealing charts, graphs, and presentations.

        • Piktochart: Helps in designing infographics to visually represent your data.

    1. Financial Planning Tools:
        • QuickBooks: Syncs financial data directly into your business plan.

        • Xero: Provides comprehensive financial insights and integration with your business plan.

    1. Project Management Tools:
        • Trello: Assists in organizing tasks and deadlines during the planning process.

        • Asana: Helps manage the workflow and ensures that all aspects of the business plan are covered.

    1. Market Research Tools:
        • SurveyMonkey: Allows you to gather customer insights and feedback.

        • Google Trends: Helps analyze market trends and consumer behavior.

By leveraging these tools, you can efficiently draft and complete your business plan, ensuring it is comprehensive and professional. These resources save time and enhance the quality of your business plan, providing a solid foundation for your business’s success.


Creating a winning business plan is crucial for navigating the complexities of starting and growing your business. This plan serves as a strategic roadmap, helping you define goals, conduct market analysis, and understand your ideal customer. By detailing your products and services, along with a robust marketing and sales strategy, you can effectively reach your target audience. Financial projections and a well-structured budget provide a clear picture of your business’s financial health and potential for profitability.

Remember, a business plan is a living document that should evolve with your business. Regular updates will help you stay on track and adapt to new opportunities and challenges. With this step-by-step guide, you can create a comprehensive business plan that sets a clear path towards achieving your business goals and turning your entrepreneurial vision into reality.



What is a business plan?

A business plan is a comprehensive document that outlines your business’s objectives, strategies, and operational procedures. It serves as a roadmap for your business, guiding your efforts to achieve your goals and attract investors.

Why is a business plan important?

A business plan is crucial because it helps define your business goals, guides decision-making, attracts investors, identifies potential challenges, and provides a basis for measuring success. It is essential for ensuring your business’s long-term viability and growth.

What should be included in a business plan?

A business plan typically includes:
*Executive Summary
*Company Description
*Market Analysis
*Ideal Customer Avatar Segmentation
*Description of Products and Services
*Marketing and Sales Strategy
*Budget and Financial Projections*

How do I start writing a business plan?

Start by outlining your business goals and vision. Then, conduct a market analysis to understand your industry and target market. Follow this by detailing your products or services, developing a marketing and sales strategy, and preparing financial projections.

How long should a business plan be?

A business plan should be as long as necessary to cover all the essential details, but typically, it ranges from 15 to 30 pages. The length can vary depending on the complexity of your business and the audience for your plan.

What tools can help me create a business plan?

There are several tools available to help you create a business plan, including:
*LivePlan and Bizplan for business plan software
*Canva and Piktochart for graphic creation
*QuickBooks and Xero for financial planning
*Trello and Asana for project management
*SurveyMonkey and Google Trends for market research

Do I need a business plan if I’m not seeking investment?

Yes, a business plan is beneficial even if you are not seeking investment. It helps you clarify your business strategy, set clear goals, and navigate the growth and development of your business effectively.

Can I use a template for my business plan?

Yes, using a template can help you structure your business plan and ensure you cover all necessary sections. Many business plan software options provide templates and tutorials to guide you through the process.

What financial information should be included in a business plan?

Your business plan should include startup costs, revenue projections, a profit and loss statement, a balance sheet, a cash flow statement, and details on any funding you have received or plan to raise.

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