guideline for business plan

How to Write a Business Plan: Step-by-Step Guide + Examples

Noah Parsons

24 min. read

Updated March 18, 2024

Writing a business plan doesn’t have to be complicated. 

In this step-by-step guide, you’ll learn how to write a business plan that’s detailed enough to impress bankers and potential investors, while giving you the tools to start, run, and grow a successful business.

• The basics of business planning

If you’re reading this guide, then you already know why you need a business plan . 

You understand that planning helps you: 

• Raise money
• Grow strategically
• Keep your business on the right track 

As you start to write your plan, it’s useful to zoom out and remember what a business plan is .

At its core, a business plan is an overview of the products and services you sell, and the customers that you sell to. It explains your business strategy: how you’re going to build and grow your business, what your marketing strategy is, and who your competitors are.

Most business plans also include financial forecasts for the future. These set sales goals, budget for expenses, and predict profits and cash flow. 

A good business plan is much more than just a document that you write once and forget about. It’s also a guide that helps you outline and achieve your goals. 

After completing your plan, you can use it as a management tool to track your progress toward your goals. Updating and adjusting your forecasts and budgets as you go is one of the most important steps you can take to run a healthier, smarter business. 

We’ll dive into how to use your plan later in this article.

There are many different types of plans , but we’ll go over the most common type here, which includes everything you need for an investor-ready plan. However, if you’re just starting out and are looking for something simpler—I recommend starting with a one-page business plan . It’s faster and easier to create. 

It’s also the perfect place to start if you’re just figuring out your idea, or need a simple strategic plan to use inside your business.

Dig deeper : How to write a one-page business plan

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• What to include in your business plan

Executive summary

The executive summary is an overview of your business and your plans. It comes first in your plan and is ideally just one to two pages. Most people write it last because it’s a summary of the complete business plan.

Ideally, the executive summary can act as a stand-alone document that covers the highlights of your detailed plan. 

In fact, it’s common for investors to ask only for the executive summary when evaluating your business. If they like what they see in the executive summary, they’ll often follow up with a request for a complete plan, a pitch presentation , or more in-depth financial forecasts .

Your executive summary should include:

• A summary of the problem you are solving
• A description of your product or service
• An overview of your target market
• A brief description of your team
• A summary of your financials
• Your funding requirements (if you are raising money)

Dig Deeper: How to write an effective executive summary

Products and services description

This is where you describe exactly what you’re selling, and how it solves a problem for your target market. The best way to organize this part of your plan is to start by describing the problem that exists for your customers. After that, you can describe how you plan to solve that problem with your product or service. 

This is usually called a problem and solution statement .

To truly showcase the value of your products and services, you need to craft a compelling narrative around your offerings. How will your product or service transform your customers’ lives or jobs? A strong narrative will draw in your readers.

This is also the part of the business plan to discuss any competitive advantages you may have, like specific intellectual property or patents that protect your product. If you have any initial sales, contracts, or other evidence that your product or service is likely to sell, include that information as well. It will show that your idea has traction , which can help convince readers that your plan has a high chance of success.

Market analysis

Your target market is a description of the type of people that you plan to sell to. You might even have multiple target markets, depending on your business. 

A market analysis is the part of your plan where you bring together all of the information you know about your target market. Basically, it’s a thorough description of who your customers are and why they need what you’re selling. You’ll also include information about the growth of your market and your industry .

Try to be as specific as possible when you describe your market. 

Include information such as age, income level, and location—these are what’s called “demographics.” If you can, also describe your market’s interests and habits as they relate to your business—these are “psychographics.” 

Related: Target market examples

Essentially, you want to include any knowledge you have about your customers that is relevant to how your product or service is right for them. With a solid target market, it will be easier to create a sales and marketing plan that will reach your customers. That’s because you know who they are, what they like to do, and the best ways to reach them.

Next, provide any additional information you have about your market. 

What is the size of your market ? Is the market growing or shrinking? Ideally, you’ll want to demonstrate that your market is growing over time, and also explain how your business is positioned to take advantage of any expected changes in your industry.

Dig Deeper: Learn how to write a market analysis

Competitive analysis

Part of defining your business opportunity is determining what your competitive advantage is. To do this effectively, you need to know as much about your competitors as your target customers. 

Every business has some form of competition. If you don’t think you have competitors, then explore what alternatives there are in the market for your product or service. 

For example: In the early years of cars, their main competition was horses. For social media, the early competition was reading books, watching TV, and talking on the phone.

A good competitive analysis fully lays out the competitive landscape and then explains how your business is different. Maybe your products are better made, or cheaper, or your customer service is superior. Maybe your competitive advantage is your location – a wide variety of factors can ultimately give you an advantage.

Dig Deeper: How to write a competitive analysis for your business plan

Marketing and sales plan

The marketing and sales plan covers how you will position your product or service in the market, the marketing channels and messaging you will use, and your sales tactics. 

The best place to start with a marketing plan is with a positioning statement . 

This explains how your business fits into the overall market, and how you will explain the advantages of your product or service to customers. You’ll use the information from your competitive analysis to help you with your positioning. 

For example: You might position your company as the premium, most expensive but the highest quality option in the market. Or your positioning might focus on being locally owned and that shoppers support the local economy by buying your products.

Once you understand your positioning, you’ll bring this together with the information about your target market to create your marketing strategy . 

This is how you plan to communicate your message to potential customers. Depending on who your customers are and how they purchase products like yours, you might use many different strategies, from social media advertising to creating a podcast. Your marketing plan is all about how your customers discover who you are and why they should consider your products and services. 

While your marketing plan is about reaching your customers—your sales plan will describe the actual sales process once a customer has decided that they’re interested in what you have to offer. 

If your business requires salespeople and a long sales process, describe that in this section. If your customers can “self-serve” and just make purchases quickly on your website, describe that process. 

A good sales plan picks up where your marketing plan leaves off. The marketing plan brings customers in the door and the sales plan is how you close the deal.

Together, these specific plans paint a picture of how you will connect with your target audience, and how you will turn them into paying customers.

Dig deeper: What to include in your sales and marketing plan

Business operations

The operations section describes the necessary requirements for your business to run smoothly. It’s where you talk about how your business works and what day-to-day operations look like. 

Depending on how your business is structured, your operations plan may include elements of the business like:

• Supply chain management
• Manufacturing processes
• Equipment and technology
• Distribution

Some businesses distribute their products and reach their customers through large retailers like Amazon.com, Walmart, Target, and grocery store chains. 

These businesses should review how this part of their business works. The plan should discuss the logistics and costs of getting products onto store shelves and any potential hurdles the business may have to overcome.

If your business is much simpler than this, that’s OK. This section of your business plan can be either extremely short or more detailed, depending on the type of business you are building.

For businesses selling services, such as physical therapy or online software, you can use this section to describe the technology you’ll leverage, what goes into your service, and who you will partner with to deliver your services.

Dig Deeper: Learn how to write the operations chapter of your plan

Key milestones and metrics

Although it’s not required to complete your business plan, mapping out key business milestones and the metrics can be incredibly useful for measuring your success.

Good milestones clearly lay out the parameters of the task and set expectations for their execution. You’ll want to include:

• A description of each task
• The proposed due date
• Who is responsible for each task

If you have a budget, you can include projected costs to hit each milestone. You don’t need extensive project planning in this section—just list key milestones you want to hit and when you plan to hit them. This is your overall business roadmap. 

Possible milestones might be:

• Website launch date
• Store or office opening date
• First significant sales
• Break even date
• Business licenses and approvals

You should also discuss the key numbers you will track to determine your success. Some common metrics worth tracking include:

• Conversion rates
• Customer acquisition costs
• Profit per customer
• Repeat purchases

It’s perfectly fine to start with just a few metrics and grow the number you are tracking over time. You also may find that some metrics simply aren’t relevant to your business and can narrow down what you’re tracking.

Dig Deeper: How to use milestones in your business plan

Organization and management team

Investors don’t just look for great ideas—they want to find great teams. Use this chapter to describe your current team and who you need to hire . You should also provide a quick overview of your location and history if you’re already up and running.

Briefly highlight the relevant experiences of each key team member in the company. It’s important to make the case for why yours is the right team to turn an idea into a reality. 

Do they have the right industry experience and background? Have members of the team had entrepreneurial successes before? 

If you still need to hire key team members, that’s OK. Just note those gaps in this section.

Your company overview should also include a summary of your company’s current business structure . The most common business structures include:

• Sole proprietor
• Partnership

Be sure to provide an overview of how the business is owned as well. Does each business partner own an equal portion of the business? How is ownership divided? 

Potential lenders and investors will want to know the structure of the business before they will consider a loan or investment.

Dig Deeper: How to write about your company structure and team

Financial plan

Last, but certainly not least, is your financial plan chapter. 

Entrepreneurs often find this section the most daunting. But, business financials for most startups are less complicated than you think, and a business degree is certainly not required to build a solid financial forecast. 

A typical financial forecast in a business plan includes the following:

• Sales forecast : An estimate of the sales expected over a given period. You’ll break down your forecast into the key revenue streams that you expect to have.
• Expense budget : Your planned spending such as personnel costs , marketing expenses, and taxes.
• Profit & Loss : Brings together your sales and expenses and helps you calculate planned profits.
• Cash Flow : Shows how cash moves into and out of your business. It can predict how much cash you’ll have on hand at any given point in the future.
• Balance Sheet : A list of the assets, liabilities, and equity in your company. In short, it provides an overview of the financial health of your business. 

A strong business plan will include a description of assumptions about the future, and potential risks that could impact the financial plan. Including those will be especially important if you’re writing a business plan to pursue a loan or other investment.

Dig Deeper: How to create financial forecasts and budgets

This is the place for additional data, charts, or other information that supports your plan.

Including an appendix can significantly enhance the credibility of your plan by showing readers that you’ve thoroughly considered the details of your business idea, and are backing your ideas up with solid data.

Just remember that the information in the appendix is meant to be supplementary. Your business plan should stand on its own, even if the reader skips this section.

Dig Deeper : What to include in your business plan appendix

Optional: Business plan cover page

Adding a business plan cover page can make your plan, and by extension your business, seem more professional in the eyes of potential investors, lenders, and partners. It serves as the introduction to your document and provides necessary contact information for stakeholders to reference.

Your cover page should be simple and include:

• Company logo
• Business name
• Value proposition (optional)
• Business plan title
• Completion and/or update date
• Address and contact information
• Confidentiality statement

Just remember, the cover page is optional. If you decide to include it, keep it very simple and only spend a short amount of time putting it together.

Dig Deeper: How to create a business plan cover page

How to use AI to help write your business plan

Generative AI tools such as ChatGPT can speed up the business plan writing process and help you think through concepts like market segmentation and competition. These tools are especially useful for taking ideas that you provide and converting them into polished text for your business plan.

The best way to use AI for your business plan is to leverage it as a collaborator , not a replacement for human creative thinking and ingenuity. 

AI can come up with lots of ideas and act as a brainstorming partner. It’s up to you to filter through those ideas and figure out which ones are realistic enough to resonate with your customers. 

There are pros and cons of using AI to help with your business plan . So, spend some time understanding how it can be most helpful before just outsourcing the job to AI.

Learn more: 10 AI prompts you need to write a business plan

• Writing tips and strategies

To help streamline the business plan writing process, here are a few tips and key questions to answer to make sure you get the most out of your plan and avoid common mistakes .  

Determine why you are writing a business plan

Knowing why you are writing a business plan will determine your approach to your planning project. 

For example: If you are writing a business plan for yourself, or just to use inside your own business , you can probably skip the section about your team and organizational structure. 

If you’re raising money, you’ll want to spend more time explaining why you’re looking to raise the funds and exactly how you will use them.

Regardless of how you intend to use your business plan , think about why you are writing and what you’re trying to get out of the process before you begin.

Keep things concise

Probably the most important tip is to keep your business plan short and simple. There are no prizes for long business plans . The longer your plan is, the less likely people are to read it. 

So focus on trimming things down to the essentials your readers need to know. Skip the extended, wordy descriptions and instead focus on creating a plan that is easy to read —using bullets and short sentences whenever possible.

Have someone review your business plan

Writing a business plan in a vacuum is never a good idea. Sometimes it’s helpful to zoom out and check if your plan makes sense to someone else. You also want to make sure that it’s easy to read and understand.

Don’t wait until your plan is “done” to get a second look. Start sharing your plan early, and find out from readers what questions your plan leaves unanswered. This early review cycle will help you spot shortcomings in your plan and address them quickly, rather than finding out about them right before you present your plan to a lender or investor.

If you need a more detailed review, you may want to explore hiring a professional plan writer to thoroughly examine it.

Use a free business plan template and business plan examples to get started

Knowing what information you need to cover in a business plan sometimes isn’t quite enough. If you’re struggling to get started or need additional guidance, it may be worth using a business plan template. 

If you’re looking for a free downloadable business plan template to get you started, download the template used by more than 1 million businesses. 

Or, if you just want to see what a completed business plan looks like, check out our library of over 550 free business plan examples . 

We even have a growing list of industry business planning guides with tips for what to focus on depending on your business type.

Common pitfalls and how to avoid them

It’s easy to make mistakes when you’re writing your business plan. Some entrepreneurs get sucked into the writing and research process, and don’t focus enough on actually getting their business started. 

Here are a few common mistakes and how to avoid them:

Not talking to your customers : This is one of the most common mistakes. It’s easy to assume that your product or service is something that people want. Before you invest too much in your business and too much in the planning process, make sure you talk to your prospective customers and have a good understanding of their needs.

• Overly optimistic sales and profit forecasts: By nature, entrepreneurs are optimistic about the future. But it’s good to temper that optimism a little when you’re planning, and make sure your forecasts are grounded in reality. 
• Spending too much time planning: Yes, planning is crucial. But you also need to get out and talk to customers, build prototypes of your product and figure out if there’s a market for your idea. Make sure to balance planning with building.
• Not revising the plan: Planning is useful, but nothing ever goes exactly as planned. As you learn more about what’s working and what’s not—revise your plan, your budgets, and your revenue forecast. Doing so will provide a more realistic picture of where your business is going, and what your financial needs will be moving forward.
• Not using the plan to manage your business: A good business plan is a management tool. Don’t just write it and put it on the shelf to collect dust – use it to track your progress and help you reach your goals.
• Presenting your business plan

The planning process forces you to think through every aspect of your business and answer questions that you may not have thought of. That’s the real benefit of writing a business plan – the knowledge you gain about your business that you may not have been able to discover otherwise.

With all of this knowledge, you’re well prepared to convert your business plan into a pitch presentation to present your ideas. 

A pitch presentation is a summary of your plan, just hitting the highlights and key points. It’s the best way to present your business plan to investors and team members.

Dig Deeper: Learn what key slides should be included in your pitch deck

Use your business plan to manage your business

One of the biggest benefits of planning is that it gives you a tool to manage your business better. With a revenue forecast, expense budget, and projected cash flow, you know your targets and where you are headed.

And yet, nothing ever goes exactly as planned – it’s the nature of business.

That’s where using your plan as a management tool comes in. The key to leveraging it for your business is to review it periodically and compare your forecasts and projections to your actual results.

Start by setting up a regular time to review the plan – a monthly review is a good starting point. During this review, answer questions like:

• Did you meet your sales goals?
• Is spending following your budget?
• Has anything gone differently than what you expected?

Now that you see whether you’re meeting your goals or are off track, you can make adjustments and set new targets. 

Maybe you’re exceeding your sales goals and should set new, more aggressive goals. In that case, maybe you should also explore more spending or hiring more employees. 

Or maybe expenses are rising faster than you projected. If that’s the case, you would need to look at where you can cut costs.

A plan, and a method for comparing your plan to your actual results , is the tool you need to steer your business toward success.

Learn More: How to run a regular plan review

Free business plan templates and examples

Kickstart your business plan writing with one of our free business plan templates or recommended tools.

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How to write a business plan FAQ

What is a business plan?

A document that describes your business , the products and services you sell, and the customers that you sell to. It explains your business strategy, how you’re going to build and grow your business, what your marketing strategy is, and who your competitors are.

What are the benefits of a business plan?

A business plan helps you understand where you want to go with your business and what it will take to get there. It reduces your overall risk, helps you uncover your business’s potential, attracts investors, and identifies areas for growth.

Having a business plan ultimately makes you more confident as a business owner and more likely to succeed for a longer period of time.

What are the 7 steps of a business plan?

The seven steps to writing a business plan include:

• Write a brief executive summary
• Describe your products and services.
• Conduct market research and compile data into a cohesive market analysis.
• Describe your marketing and sales strategy.
• Outline your organizational structure and management team.
• Develop financial projections for sales, revenue, and cash flow.
• Add any additional documents to your appendix.

What are the 5 most common business plan mistakes?

There are plenty of mistakes that can be made when writing a business plan. However, these are the 5 most common that you should do your best to avoid:

• 1. Not taking the planning process seriously.
• Having unrealistic financial projections or incomplete financial information.
• Inconsistent information or simple mistakes.
• Failing to establish a sound business model.
• Not having a defined purpose for your business plan.

What questions should be answered in a business plan?

Writing a business plan is all about asking yourself questions about your business and being able to answer them through the planning process. You’ll likely be asking dozens and dozens of questions for each section of your plan.

However, these are the key questions you should ask and answer with your business plan:

• How will your business make money?
• Is there a need for your product or service?
• Who are your customers?
• How are you different from the competition?
• How will you reach your customers?
• How will you measure success?

How long should a business plan be?

The length of your business plan fully depends on what you intend to do with it. From the SBA and traditional lender point of view, a business plan needs to be whatever length necessary to fully explain your business. This means that you prove the viability of your business, show that you understand the market, and have a detailed strategy in place.

If you intend to use your business plan for internal management purposes, you don’t necessarily need a full 25-50 page business plan. Instead, you can start with a one-page plan to get all of the necessary information in place.

What are the different types of business plans?

While all business plans cover similar categories, the style and function fully depend on how you intend to use your plan. Here are a few common business plan types worth considering.

Traditional business plan: The tried-and-true traditional business plan is a formal document meant to be used when applying for funding or pitching to investors. This type of business plan follows the outline above and can be anywhere from 10-50 pages depending on the amount of detail included, the complexity of your business, and what you include in your appendix.

Business model canvas: The business model canvas is a one-page template designed to demystify the business planning process. It removes the need for a traditional, copy-heavy business plan, in favor of a single-page outline that can help you and outside parties better explore your business idea.

One-page business plan: This format is a simplified version of the traditional plan that focuses on the core aspects of your business. You’ll typically stick with bullet points and single sentences. It’s most useful for those exploring ideas, needing to validate their business model, or who need an internal plan to help them run and manage their business.

Lean Plan: The Lean Plan is less of a specific document type and more of a methodology. It takes the simplicity and styling of the one-page business plan and turns it into a process for you to continuously plan, test, review, refine, and take action based on performance. It’s faster, keeps your plan concise, and ensures that your plan is always up-to-date.

What’s the difference between a business plan and a strategic plan?

A business plan covers the “who” and “what” of your business. It explains what your business is doing right now and how it functions. The strategic plan explores long-term goals and explains “how” the business will get there. It encourages you to look more intently toward the future and how you will achieve your vision.

However, when approached correctly, your business plan can actually function as a strategic plan as well. If kept lean, you can define your business, outline strategic steps, and track ongoing operations all with a single plan.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Noah is the COO at Palo Alto Software, makers of the online business plan app LivePlan. He started his career at Yahoo! and then helped start the user review site Epinions.com. From there he started a software distribution business in the UK before coming to Palo Alto Software to run the marketing and product teams.

Table of Contents

• Use AI to help write your plan
• Common planning mistakes
• Manage with your business plan
• Templates and examples

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Step-by-Step Guide to Writing a Simple Business Plan

By Joe Weller | October 11, 2021

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A business plan is the cornerstone of any successful company, regardless of size or industry. This step-by-step guide provides information on writing a business plan for organizations at any stage, complete with free templates and expert advice. 

Included on this page, you’ll find a step-by-step guide to writing a business plan and a chart to identify which type of business plan you should write . Plus, find information on how a business plan can help grow a business and expert tips on writing one .

What Is a Business Plan?

A business plan is a document that communicates a company’s goals and ambitions, along with the timeline, finances, and methods needed to achieve them. Additionally, it may include a mission statement and details about the specific products or services offered.

A business plan can highlight varying time periods, depending on the stage of your company and its goals. That said, a typical business plan will include the following benchmarks:

• Product goals and deadlines for each month
• Monthly financials for the first two years
• Profit and loss statements for the first three to five years
• Balance sheet projections for the first three to five years

Startups, entrepreneurs, and small businesses all create business plans to use as a guide as their new company progresses. Larger organizations may also create (and update) a business plan to keep high-level goals, financials, and timelines in check.

While you certainly need to have a formalized outline of your business’s goals and finances, creating a business plan can also help you determine a company’s viability, its profitability (including when it will first turn a profit), and how much money you will need from investors. In turn, a business plan has functional value as well: Not only does outlining goals help keep you accountable on a timeline, it can also attract investors in and of itself and, therefore, act as an effective strategy for growth.

For more information, visit our comprehensive guide to writing a strategic plan or download free strategic plan templates . This page focuses on for-profit business plans, but you can read our article with nonprofit business plan templates .

Business Plan Steps

The specific information in your business plan will vary, depending on the needs and goals of your venture, but a typical plan includes the following ordered elements:

• Executive summary
• Description of business
• Market analysis
• Competitive analysis
• Description of organizational management
• Description of product or services
• Marketing plan
• Sales strategy
• Funding details (or request for funding)
• Financial projections

If your plan is particularly long or complicated, consider adding a table of contents or an appendix for reference. For an in-depth description of each step listed above, read “ How to Write a Business Plan Step by Step ” below.

Broadly speaking, your audience includes anyone with a vested interest in your organization. They can include potential and existing investors, as well as customers, internal team members, suppliers, and vendors.

Do I Need a Simple or Detailed Plan?

Your business’s stage and intended audience dictates the level of detail your plan needs. Corporations require a thorough business plan — up to 100 pages. Small businesses or startups should have a concise plan focusing on financials and strategy.

How to Choose the Right Plan for Your Business

In order to identify which type of business plan you need to create, ask: “What do we want the plan to do?” Identify function first, and form will follow.

Use the chart below as a guide for what type of business plan to create:

Is the Order of Your Business Plan Important?

There is no set order for a business plan, with the exception of the executive summary, which should always come first. Beyond that, simply ensure that you organize the plan in a way that makes sense and flows naturally.

The Difference Between Traditional and Lean Business Plans

A traditional business plan follows the standard structure — because these plans encourage detail, they tend to require more work upfront and can run dozens of pages. A Lean business plan is less common and focuses on summarizing critical points for each section. These plans take much less work and typically run one page in length.

In general, you should use a traditional model for a legacy company, a large company, or any business that does not adhere to Lean (or another Agile method ). Use Lean if you expect the company to pivot quickly or if you already employ a Lean strategy with other business operations. Additionally, a Lean business plan can suffice if the document is for internal use only. Stick to a traditional version for investors, as they may be more sensitive to sudden changes or a high degree of built-in flexibility in the plan.

How to Write a Business Plan Step by Step

Writing a strong business plan requires research and attention to detail for each section. Below, you’ll find a 10-step guide to researching and defining each element in the plan.

Step 1: Executive Summary

The executive summary will always be the first section of your business plan. The goal is to answer the following questions:

• What is the vision and mission of the company?
• What are the company’s short- and long-term goals?

See our  roundup of executive summary examples and templates for samples. Read our executive summary guide to learn more about writing one.

Step 2: Description of Business

The goal of this section is to define the realm, scope, and intent of your venture. To do so, answer the following questions as clearly and concisely as possible:

• What business are we in?
• What does our business do?

Step 3: Market Analysis

In this section, provide evidence that you have surveyed and understand the current marketplace, and that your product or service satisfies a niche in the market. To do so, answer these questions:

• Who is our customer? 
• What does that customer value?

Step 4: Competitive Analysis

In many cases, a business plan proposes not a brand-new (or even market-disrupting) venture, but a more competitive version — whether via features, pricing, integrations, etc. — than what is currently available. In this section, answer the following questions to show that your product or service stands to outpace competitors:

• Who is the competition? 
• What do they do best? 
• What is our unique value proposition?

Step 5: Description of Organizational Management

In this section, write an overview of the team members and other key personnel who are integral to success. List roles and responsibilities, and if possible, note the hierarchy or team structure.

Step 6: Description of Products or Services

In this section, clearly define your product or service, as well as all the effort and resources that go into producing it. The strength of your product largely defines the success of your business, so it’s imperative that you take time to test and refine the product before launching into marketing, sales, or funding details.

Questions to answer in this section are as follows:

• What is the product or service?
• How do we produce it, and what resources are necessary for production?

Step 7: Marketing Plan

In this section, define the marketing strategy for your product or service. This doesn’t need to be as fleshed out as a full marketing plan , but it should answer basic questions, such as the following:

• Who is the target market (if different from existing customer base)?
• What channels will you use to reach your target market?
• What resources does your marketing strategy require, and do you have access to them?
• If possible, do you have a rough estimate of timeline and budget?
• How will you measure success?

Step 8: Sales Plan

Write an overview of the sales strategy, including the priorities of each cycle, steps to achieve these goals, and metrics for success. For the purposes of a business plan, this section does not need to be a comprehensive, in-depth sales plan , but can simply outline the high-level objectives and strategies of your sales efforts. 

Start by answering the following questions:

• What is the sales strategy?
• What are the tools and tactics you will use to achieve your goals?
• What are the potential obstacles, and how will you overcome them?
• What is the timeline for sales and turning a profit?
• What are the metrics of success?

Step 9: Funding Details (or Request for Funding)

This section is one of the most critical parts of your business plan, particularly if you are sharing it with investors. You do not need to provide a full financial plan, but you should be able to answer the following questions:

• How much capital do you currently have? How much capital do you need?
• How will you grow the team (onboarding, team structure, training and development)?
• What are your physical needs and constraints (space, equipment, etc.)?

Step 10: Financial Projections

Apart from the fundraising analysis, investors like to see thought-out financial projections for the future. As discussed earlier, depending on the scope and stage of your business, this could be anywhere from one to five years. 

While these projections won’t be exact — and will need to be somewhat flexible — you should be able to gauge the following:

• How and when will the company first generate a profit?
• How will the company maintain profit thereafter?

Business Plan Template

Download Business Plan Template

Microsoft Excel | Smartsheet

This basic business plan template has space for all the traditional elements: an executive summary, product or service details, target audience, marketing and sales strategies, etc. In the finances sections, input your baseline numbers, and the template will automatically calculate projections for sales forecasting, financial statements, and more.

For templates tailored to more specific needs, visit this business plan template roundup or download a fill-in-the-blank business plan template to make things easy. 

If you are looking for a particular template by file type, visit our pages dedicated exclusively to Microsoft Excel , Microsoft Word , and Adobe PDF business plan templates.

How to Write a Simple Business Plan

A simple business plan is a streamlined, lightweight version of the large, traditional model. As opposed to a one-page business plan , which communicates high-level information for quick overviews (such as a stakeholder presentation), a simple business plan can exceed one page.

Below are the steps for creating a generic simple business plan, which are reflected in the template below .

• Write the Executive Summary This section is the same as in the traditional business plan — simply offer an overview of what’s in the business plan, the prospect or core offering, and the short- and long-term goals of the company. 
• Add a Company Overview Document the larger company mission and vision. 
• Provide the Problem and Solution In straightforward terms, define the problem you are attempting to solve with your product or service and how your company will attempt to do it. Think of this section as the gap in the market you are attempting to close.
• Identify the Target Market Who is your company (and its products or services) attempting to reach? If possible, briefly define your buyer personas .
• Write About the Competition In this section, demonstrate your knowledge of the market by listing the current competitors and outlining your competitive advantage.
• Describe Your Product or Service Offerings Get down to brass tacks and define your product or service. What exactly are you selling?
• Outline Your Marketing Tactics Without getting into too much detail, describe your planned marketing initiatives.
• Add a Timeline and the Metrics You Will Use to Measure Success Offer a rough timeline, including milestones and key performance indicators (KPIs) that you will use to measure your progress.
• Include Your Financial Forecasts Write an overview of your financial plan that demonstrates you have done your research and adequate modeling. You can also list key assumptions that go into this forecasting. 
• Identify Your Financing Needs This section is where you will make your funding request. Based on everything in the business plan, list your proposed sources of funding, as well as how you will use it.

Simple Business Plan Template

Download Simple Business Plan Template

Microsoft Excel |  Microsoft Word | Adobe PDF  | Smartsheet

Use this simple business plan template to outline each aspect of your organization, including information about financing and opportunities to seek out further funding. This template is completely customizable to fit the needs of any business, whether it’s a startup or large company.

Read our article offering free simple business plan templates or free 30-60-90-day business plan templates to find more tailored options. You can also explore our collection of one page business templates . 

How to Write a Business Plan for a Lean Startup

A Lean startup business plan is a more Agile approach to a traditional version. The plan focuses more on activities, processes, and relationships (and maintains flexibility in all aspects), rather than on concrete deliverables and timelines.

While there is some overlap between a traditional and a Lean business plan, you can write a Lean plan by following the steps below:

• Add Your Value Proposition Take a streamlined approach to describing your product or service. What is the unique value your startup aims to deliver to customers? Make sure the team is aligned on the core offering and that you can state it in clear, simple language.
• List Your Key Partners List any other businesses you will work with to realize your vision, including external vendors, suppliers, and partners. This section demonstrates that you have thoughtfully considered the resources you can provide internally, identified areas for external assistance, and conducted research to find alternatives.
• Note the Key Activities Describe the key activities of your business, including sourcing, production, marketing, distribution channels, and customer relationships.
• Include Your Key Resources List the critical resources — including personnel, equipment, space, and intellectual property — that will enable you to deliver your unique value.
• Identify Your Customer Relationships and Channels In this section, document how you will reach and build relationships with customers. Provide a high-level map of the customer experience from start to finish, including the spaces in which you will interact with the customer (online, retail, etc.). 
• Detail Your Marketing Channels Describe the marketing methods and communication platforms you will use to identify and nurture your relationships with customers. These could be email, advertising, social media, etc.
• Explain the Cost Structure This section is especially necessary in the early stages of a business. Will you prioritize maximizing value or keeping costs low? List the foundational startup costs and how you will move toward profit over time.
• Share Your Revenue Streams Over time, how will the company make money? Include both the direct product or service purchase, as well as secondary sources of revenue, such as subscriptions, selling advertising space, fundraising, etc.

Lean Business Plan Template for Startups

Download Lean Business Plan Template for Startups

Microsoft Word | Adobe PDF

Startup leaders can use this Lean business plan template to relay the most critical information from a traditional plan. You’ll find all the sections listed above, including spaces for industry and product overviews, cost structure and sources of revenue, and key metrics, and a timeline. The template is completely customizable, so you can edit it to suit the objectives of your Lean startups.

See our wide variety of  startup business plan templates for more options.

How to Write a Business Plan for a Loan

A business plan for a loan, often called a loan proposal , includes many of the same aspects of a traditional business plan, as well as additional financial documents, such as a credit history, a loan request, and a loan repayment plan.

In addition, you may be asked to include personal and business financial statements, a form of collateral, and equity investment information.

Download free financial templates to support your business plan.

Tips for Writing a Business Plan

Outside of including all the key details in your business plan, you have several options to elevate the document for the highest chance of winning funding and other resources. Follow these tips from experts:.

• Keep It Simple: Avner Brodsky , the Co-Founder and CEO of Lezgo Limited, an online marketing company, uses the acronym KISS (keep it short and simple) as a variation on this idea. “The business plan is not a college thesis,” he says. “Just focus on providing the essential information.”
• Do Adequate Research: Michael Dean, the Co-Founder of Pool Research , encourages business leaders to “invest time in research, both internal and external (market, finance, legal etc.). Avoid being overly ambitious or presumptive. Instead, keep everything objective, balanced, and accurate.” Your plan needs to stand on its own, and you must have the data to back up any claims or forecasting you make. As Brodsky explains, “Your business needs to be grounded on the realities of the market in your chosen location. Get the most recent data from authoritative sources so that the figures are vetted by experts and are reliable.”
• Set Clear Goals: Make sure your plan includes clear, time-based goals. “Short-term goals are key to momentum growth and are especially important to identify for new businesses,” advises Dean.
• Know (and Address) Your Weaknesses: “This awareness sets you up to overcome your weak points much quicker than waiting for them to arise,” shares Dean. Brodsky recommends performing a full SWOT analysis to identify your weaknesses, too. “Your business will fare better with self-knowledge, which will help you better define the mission of your business, as well as the strategies you will choose to achieve your objectives,” he adds.
• Seek Peer or Mentor Review: “Ask for feedback on your drafts and for areas to improve,” advises Brodsky. “When your mind is filled with dreams for your business, sometimes it is an outsider who can tell you what you’re missing and will save your business from being a product of whimsy.”

Outside of these more practical tips, the language you use is also important and may make or break your business plan.

Shaun Heng, VP of Operations at Coin Market Cap , gives the following advice on the writing, “Your business plan is your sales pitch to an investor. And as with any sales pitch, you need to strike the right tone and hit a few emotional chords. This is a little tricky in a business plan, because you also need to be formal and matter-of-fact. But you can still impress by weaving in descriptive language and saying things in a more elegant way.

“A great way to do this is by expanding your vocabulary, avoiding word repetition, and using business language. Instead of saying that something ‘will bring in as many customers as possible,’ try saying ‘will garner the largest possible market segment.’ Elevate your writing with precise descriptive words and you'll impress even the busiest investor.”

Additionally, Dean recommends that you “stay consistent and concise by keeping your tone and style steady throughout, and your language clear and precise. Include only what is 100 percent necessary.”

Resources for Writing a Business Plan

While a template provides a great outline of what to include in a business plan, a live document or more robust program can provide additional functionality, visibility, and real-time updates. The U.S. Small Business Association also curates resources for writing a business plan.

Additionally, you can use business plan software to house data, attach documentation, and share information with stakeholders. Popular options include LivePlan, Enloop, BizPlanner, PlanGuru, and iPlanner.

How a Business Plan Helps to Grow Your Business

A business plan — both the exercise of creating one and the document — can grow your business by helping you to refine your product, target audience, sales plan, identify opportunities, secure funding, and build new partnerships. 

Outside of these immediate returns, writing a business plan is a useful exercise in that it forces you to research the market, which prompts you to forge your unique value proposition and identify ways to beat the competition. Doing so will also help you build (and keep you accountable to) attainable financial and product milestones. And down the line, it will serve as a welcome guide as hurdles inevitably arise.

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How to Write a Business Plan, Step by Step

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What is a business plan?

1. write an executive summary, 2. describe your company, 3. state your business goals, 4. describe your products and services, 5. do your market research, 6. outline your marketing and sales plan, 7. perform a business financial analysis, 8. make financial projections, 9. summarize how your company operates, 10. add any additional information to an appendix, business plan tips and resources.

A business plan outlines your business’s financial goals and explains how you’ll achieve them over the next three to five years. Here’s a step-by-step guide to writing a business plan that will offer a strong, detailed road map for your business.

ZenBusiness

A business plan is a document that explains what your business does, how it makes money and who its customers are. Internally, writing a business plan should help you clarify your vision and organize your operations. Externally, you can share it with potential lenders and investors to show them you’re on the right track.

Business plans are living documents; it’s OK for them to change over time. Startups may update their business plans often as they figure out who their customers are and what products and services fit them best. Mature companies might only revisit their business plan every few years. Regardless of your business’s age, brush up this document before you apply for a business loan .

» Need help writing? Learn about the best business plan software .

This is your elevator pitch. It should include a mission statement, a brief description of the products or services your business offers and a broad summary of your financial growth plans.

Though the executive summary is the first thing your investors will read, it can be easier to write it last. That way, you can highlight information you’ve identified while writing other sections that go into more detail.

» MORE: How to write an executive summary in 6 steps

Next up is your company description. This should contain basic information like:

Your business’s registered name.

Address of your business location .

Names of key people in the business. Make sure to highlight unique skills or technical expertise among members of your team.

Your company description should also define your business structure — such as a sole proprietorship, partnership or corporation — and include the percent ownership that each owner has and the extent of each owner’s involvement in the company.

Lastly, write a little about the history of your company and the nature of your business now. This prepares the reader to learn about your goals in the next section.

» MORE: How to write a company overview for a business plan

The third part of a business plan is an objective statement. This section spells out what you’d like to accomplish, both in the near term and over the coming years.

If you’re looking for a business loan or outside investment, you can use this section to explain how the financing will help your business grow and how you plan to achieve those growth targets. The key is to provide a clear explanation of the opportunity your business presents to the lender.

For example, if your business is launching a second product line, you might explain how the loan will help your company launch that new product and how much you think sales will increase over the next three years as a result.

» MORE: How to write a successful business plan for a loan

In this section, go into detail about the products or services you offer or plan to offer.

You should include the following:

An explanation of how your product or service works.

The pricing model for your product or service.

The typical customers you serve.

Your supply chain and order fulfillment strategy.

You can also discuss current or pending trademarks and patents associated with your product or service.

Lenders and investors will want to know what sets your product apart from your competition. In your market analysis section , explain who your competitors are. Discuss what they do well, and point out what you can do better. If you’re serving a different or underserved market, explain that.

Here, you can address how you plan to persuade customers to buy your products or services, or how you will develop customer loyalty that will lead to repeat business.

Include details about your sales and distribution strategies, including the costs involved in selling each product .

» MORE: R e a d our complete guide to small business marketing

If you’re a startup, you may not have much information on your business financials yet. However, if you’re an existing business, you’ll want to include income or profit-and-loss statements, a balance sheet that lists your assets and debts, and a cash flow statement that shows how cash comes into and goes out of the company.

Accounting software may be able to generate these reports for you. It may also help you calculate metrics such as:

Net profit margin: the percentage of revenue you keep as net income.

Current ratio: the measurement of your liquidity and ability to repay debts.

Accounts receivable turnover ratio: a measurement of how frequently you collect on receivables per year.

This is a great place to include charts and graphs that make it easy for those reading your plan to understand the financial health of your business.

This is a critical part of your business plan if you’re seeking financing or investors. It outlines how your business will generate enough profit to repay the loan or how you will earn a decent return for investors.

Here, you’ll provide your business’s monthly or quarterly sales, expenses and profit estimates over at least a three-year period — with the future numbers assuming you’ve obtained a new loan.

Accuracy is key, so carefully analyze your past financial statements before giving projections. Your goals may be aggressive, but they should also be realistic.

NerdWallet’s picks for setting up your business finances:

The best business checking accounts .

The best business credit cards .

The best accounting software .

Before the end of your business plan, summarize how your business is structured and outline each team’s responsibilities. This will help your readers understand who performs each of the functions you’ve described above — making and selling your products or services — and how much each of those functions cost.

If any of your employees have exceptional skills, you may want to include their resumes to help explain the competitive advantage they give you.

Finally, attach any supporting information or additional materials that you couldn’t fit in elsewhere. That might include:

Licenses and permits.

Equipment leases.

Bank statements.

Details of your personal and business credit history, if you’re seeking financing.

If the appendix is long, you may want to consider adding a table of contents at the beginning of this section.

How much do you need?

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We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

Here are some tips to write a detailed, convincing business plan:

Avoid over-optimism: If you’re applying for a business bank loan or professional investment, someone will be reading your business plan closely. Providing unreasonable sales estimates can hurt your chances of approval.

Proofread: Spelling, punctuation and grammatical errors can jump off the page and turn off lenders and prospective investors. If writing and editing aren't your strong suit, you may want to hire a professional business plan writer, copy editor or proofreader.

Use free resources: SCORE is a nonprofit association that offers a large network of volunteer business mentors and experts who can help you write or edit your business plan. The U.S. Small Business Administration’s Small Business Development Centers , which provide free business consulting and help with business plan development, can also be a resource.

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How to make a business plan

Table of Contents

How to make a good business plan: step-by-step guide.

A business plan is a strategic roadmap used to navigate the challenging journey of entrepreneurship. It's the foundation upon which you build a successful business.

A well-crafted business plan can help you define your vision, clarify your goals, and identify potential problems before they arise.

But where do you start? How do you create a business plan that sets you up for success?

This article will explore the step-by-step process of creating a comprehensive business plan.

What is a business plan?

A business plan is a formal document that outlines a business's objectives, strategies, and operational procedures. It typically includes the following information about a company:

Products or services

Target market

Competitors

Marketing and sales strategies

Financial plan

Management team

A business plan serves as a roadmap for a company's success and provides a blueprint for its growth and development. It helps entrepreneurs and business owners organize their ideas, evaluate the feasibility, and identify potential challenges and opportunities.

As well as serving as a guide for business owners, a business plan can attract investors and secure funding. It demonstrates the company's understanding of the market, its ability to generate revenue and profits, and its strategy for managing risks and achieving success.

Business plan vs. business model canvas

A business plan may seem similar to a business model canvas, but each document serves a different purpose.

A business model canvas is a high-level overview that helps entrepreneurs and business owners quickly test and iterate their ideas. It is often a one-page document that briefly outlines the following:

Key partnerships

Key activities

Key propositions

Customer relationships

Customer segments

Key resources

Cost structure

Revenue streams

On the other hand, a Business Plan Template provides a more in-depth analysis of a company's strategy and operations. It is typically a lengthy document and requires significant time and effort to develop.

A business model shouldn’t replace a business plan, and vice versa. Business owners should lay the foundations and visually capture the most important information with a Business Model Canvas Template . Because this is a fast and efficient way to communicate a business idea, a business model canvas is a good starting point before developing a more comprehensive business plan.

A business plan can aim to secure funding from investors or lenders, while a business model canvas communicates a business idea to potential customers or partners.

Why is a business plan important?

A business plan is crucial for any entrepreneur or business owner wanting to increase their chances of success.

Here are some of the many benefits of having a thorough business plan.

Helps to define the business goals and objectives

A business plan encourages you to think critically about your goals and objectives. Doing so lets you clearly understand what you want to achieve and how you plan to get there.

A well-defined set of goals, objectives, and key results also provides a sense of direction and purpose, which helps keep business owners focused and motivated.

Guides decision-making

A business plan requires you to consider different scenarios and potential problems that may arise in your business. This awareness allows you to devise strategies to deal with these issues and avoid pitfalls.

With a clear plan, entrepreneurs can make informed decisions aligning with their overall business goals and objectives. This helps reduce the risk of making costly mistakes and ensures they make decisions with long-term success in mind.

Attracts investors and secures funding

Investors and lenders often require a business plan before considering investing in your business. A document that outlines the company's goals, objectives, and financial forecasts can help instill confidence in potential investors and lenders.

A well-written business plan demonstrates that you have thoroughly thought through your business idea and have a solid plan for success.

Identifies potential challenges and risks

A business plan requires entrepreneurs to consider potential challenges and risks that could impact their business. For example:

Is there enough demand for my product or service?

Will I have enough capital to start my business?

Is the market oversaturated with too many competitors?

What will happen if my marketing strategy is ineffective?

By identifying these potential challenges, entrepreneurs can develop strategies to mitigate risks and overcome challenges. This can reduce the likelihood of costly mistakes and ensure the business is well-positioned to take on any challenges.

Provides a basis for measuring success

A business plan serves as a framework for measuring success by providing clear goals and financial projections . Entrepreneurs can regularly refer to the original business plan as a benchmark to measure progress. By comparing the current business position to initial forecasts, business owners can answer questions such as:

Are we where we want to be at this point?

Did we achieve our goals?

If not, why not, and what do we need to do?

After assessing whether the business is meeting its objectives or falling short, business owners can adjust their strategies as needed.

How to make a business plan step by step

The steps below will guide you through the process of creating a business plan and what key components you need to include.

1. Create an executive summary

Start with a brief overview of your entire plan. The executive summary should cover your business plan's main points and key takeaways.

Keep your executive summary concise and clear with the Executive Summary Template . The simple design helps readers understand the crux of your business plan without reading the entire document.

2. Write your company description

Provide a detailed explanation of your company. Include information on what your company does, the mission statement, and your vision for the future.

Provide additional background information on the history of your company, the founders, and any notable achievements or milestones.

3. Conduct a market analysis

Conduct an in-depth analysis of your industry, competitors, and target market. This is best done with a SWOT analysis to identify your strengths, weaknesses, opportunities, and threats. Next, identify your target market's needs, demographics, and behaviors.

Use the Competitive Analysis Template to brainstorm answers to simple questions like:

What does the current market look like?

Who are your competitors?

What are they offering?

What will give you a competitive advantage?

Who is your target market?

What are they looking for and why?

How will your product or service satisfy a need?

These questions should give you valuable insights into the current market and where your business stands.

4. Describe your products and services

Provide detailed information about your products and services. This includes pricing information, product features, and any unique selling points.

Use the Product/Market Fit Template to explain how your products meet the needs of your target market. Describe what sets them apart from the competition.

5. Design a marketing and sales strategy

Outline how you plan to promote and sell your products. Your marketing strategy and sales strategy should include information about your:

Pricing strategy

Advertising and promotional tactics

Sales channels

The Go to Market Strategy Template is a great way to visually map how you plan to launch your product or service in a new or existing market.

6. Determine budget and financial projections

Document detailed information on your business’ finances. Describe the current financial position of the company and how you expect the finances to play out.

Some details to include in this section are:

Startup costs

Revenue projections

Profit and loss statement

Funding you have received or plan to receive

Strategy for raising funds

7. Set the organization and management structure

Define how your company is structured and who will be responsible for each aspect of the business. Use the Business Organizational Chart Template to visually map the company’s teams, roles, and hierarchy.

As well as the organization and management structure, discuss the legal structure of your business. Clarify whether your business is a corporation, partnership, sole proprietorship, or LLC.

8. Make an action plan

At this point in your business plan, you’ve described what you’re aiming for. But how are you going to get there? The Action Plan Template describes the following steps to move your business plan forward. Outline the next steps you plan to take to bring your business plan to fruition.

Types of business plans

Several types of business plans cater to different purposes and stages of a company's lifecycle. Here are some of the most common types of business plans.

Startup business plan

A startup business plan is typically an entrepreneur's first business plan. This document helps entrepreneurs articulate their business idea when starting a new business.

Not sure how to make a business plan for a startup? It’s pretty similar to a regular business plan, except the primary purpose of a startup business plan is to convince investors to provide funding for the business. A startup business plan also outlines the potential target market, product/service offering, marketing plan, and financial projections.

Strategic business plan

A strategic business plan is a long-term plan that outlines a company's overall strategy, objectives, and tactics. This type of strategic plan focuses on the big picture and helps business owners set goals and priorities and measure progress.

The primary purpose of a strategic business plan is to provide direction and guidance to the company's management team and stakeholders. The plan typically covers a period of three to five years.

Operational business plan

An operational business plan is a detailed document that outlines the day-to-day operations of a business. It focuses on the specific activities and processes required to run the business, such as:

Organizational structure

Staffing plan

Production plan

Quality control

Inventory management

Supply chain

The primary purpose of an operational business plan is to ensure that the business runs efficiently and effectively. It helps business owners manage their resources, track their performance, and identify areas for improvement.

Growth-business plan

A growth-business plan is a strategic plan that outlines how a company plans to expand its business. It helps business owners identify new market opportunities and increase revenue and profitability. The primary purpose of a growth-business plan is to provide a roadmap for the company's expansion and growth.

The 3 Horizons of Growth Template is a great tool to identify new areas of growth. This framework categorizes growth opportunities into three categories: Horizon 1 (core business), Horizon 2 (emerging business), and Horizon 3 (potential business).

One-page business plan

A one-page business plan is a condensed version of a full business plan that focuses on the most critical aspects of a business. It’s a great tool for entrepreneurs who want to quickly communicate their business idea to potential investors, partners, or employees.

A one-page business plan typically includes sections such as business concept, value proposition, revenue streams, and cost structure.

Best practices for how to make a good business plan

Here are some additional tips for creating a business plan:

Use a template

A template can help you organize your thoughts and effectively communicate your business ideas and strategies. Starting with a template can also save you time and effort when formatting your plan.

Miro’s extensive library of customizable templates includes all the necessary sections for a comprehensive business plan. With our templates, you can confidently present your business plans to stakeholders and investors.

Be practical

Avoid overestimating revenue projections or underestimating expenses. Your business plan should be grounded in practical realities like your budget, resources, and capabilities.

Be specific

Provide as much detail as possible in your business plan. A specific plan is easier to execute because it provides clear guidance on what needs to be done and how. Without specific details, your plan may be too broad or vague, making it difficult to know where to start or how to measure success.

Be thorough with your research

Conduct thorough research to fully understand the market, your competitors, and your target audience . By conducting thorough research, you can identify potential risks and challenges your business may face and develop strategies to mitigate them.

Get input from others

It can be easy to become overly focused on your vision and ideas, leading to tunnel vision and a lack of objectivity. By seeking input from others, you can identify potential opportunities you may have overlooked.

Review and revise regularly

A business plan is a living document. You should update it regularly to reflect market, industry, and business changes. Set aside time for regular reviews and revisions to ensure your plan remains relevant and effective.

Create a winning business plan to chart your path to success

Starting or growing a business can be challenging, but it doesn't have to be. Whether you're a seasoned entrepreneur or just starting, a well-written business plan can make or break your business’ success.

The purpose of a business plan is more than just to secure funding and attract investors. It also serves as a roadmap for achieving your business goals and realizing your vision. With the right mindset, tools, and strategies, you can develop a visually appealing, persuasive business plan.

Ready to make an effective business plan that works for you? Check out our library of ready-made strategy and planning templates and chart your path to success.

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The Essential Guide to Writing a Business Plan Here's the no-nonsense guide on how to write a business plan that will help you map success for your startup.

By Carolyn Sun

Opinions expressed by Entrepreneur contributors are their own.

President Dwight D. Eisenhower once said, "In preparing for battle I have always found that plans are useless, but planning is indispensable." If you're starting a business, you should have a business plan regardless of whether you're bootstrapping it or looking for outside funding.

The best sorts of business plans tell a clear story of what the company plans to do and how it will do it. Given the high failure rate of startups in their first year, a business plan is also an ideal opportunity to safely test out the feasibility of a business and spot flaws, set aside unrealistic projections and identify and analyze the competition.

A business plan doesn't need to be complicated, but for it to serve its purpose and set you up for success, it must be clear to whomever is reading your plan that you have a realistic handle on the why and how your business will be a success.

To get you moving in the right direction, here's a guide on how to write a business plan.

Overall tips

There's a lot of advice in the infosphere about how to write a business plan, but there's no single correct way. Your approach depends on your industry, who is reading your plan and what the plan is intended for. Are you trying to get funding? Sara Sutton Fell, founder of FlexJobs , a job site for flexible telecommuting jobs, says her business plan was an initiator for more in-depth conversation with potential investors. "A plan does help to see if investors and entrepreneurs are on the same page with general expectations for the business," she says.

A business plan serves many purposes, but there is universal consensus on the following when it comes to your business plan:

Have several versions tailored for specific audiences: "One of the mistakes that inexperienced business owners make is not understanding who they're writing the plan for," says David Ciccarelli, a small business owner who got consultation from his local Small Business Association (SBA) when he was starting his company Voices.com , which connects employers with voiceover talent.

Your plan is a living document: Tim Berry, the founder of a business planning software company Palo Alto Software , took his company from zero to $5 million in sales in its first three years. To do so requires frequent review and close tracking, says Berry, who met with his management team every month to review the plan versus what actually happened -- and then to revise. "There is no virtue to sticking to a plan if it's not useful and responsive to what actually happens," he cautions.

Be realistic about financial estimates and projections: "When you present a plan to bankers and financiers, or even to your employees, people will get way more excited about what's real rather than some huge thing that's never going to happen," says Ciccarelli. So present an achievable sales forecasts based on bottom-upwards information (i.e. how many units per month get sold in how many stores) and stop over projecting profits.

Writing your business plan is about the process and having a blueprint: Your business plan "reflects your ideas, intuitions, instincts and insights about your business and its future," according to Write Your Business Plan (Entrepreneur, 2015). The plan serves as a safe way to test these out before you commit to a course of action. And once you get your business going, the plan also serves as a reference point. "I still print the document," says Ciccarelli. "You're capturing it in time. If you're changing it all the time, you kind of don't remember where you were last year."

Back up any claims: Follow up your projections and assertions with statistics, facts or quotes from a knowledgeable source to lend your plan credibility.

Presentation counts: Reading any long, text-heavy document is hard on the eyes, so format with this in mind. Consider formatting your text pages into two-columns and break up long passages with charts or graphs. Arial, Verdana or Times New Roman are standard industry fonts.

Writing your business plan isn't busy work or a luxury; it's a vital part of the process of starting a business and arms you with information you need to know. So, let's get into what information goes into your business plan.

Related: Bu siness Plans: A Step-by-Step Guide

What goes into a business plan?

A typical business plan is 15 to 25 pages. Its length depends on a variety of factors, such as whether your business is introducing a new product or belongs to a new industry (which requires explanation to the reader), or if you're pitching to bankers, who generally expect to see a traditional written business plan and financials.

"Most equity investors prefer either an executive summary or pitch deck for first contact, but will often request a more detailed plan later in the due diligence process. Potential customers don't need all the details of your internal operation. Your management team needs access to everything," says Akira Hirai, managing director of business plan consulting service Cayenne Consulting .

Most business plans include these seven sections:

1. Executive summary : The executive summary follows the title page and explains the fundamentals of your business. It should provide a short and clear synopsis of your business plan that describes your business concept, financial features and requirements (i.e. cash flow and sales projections plus capital needed), your company's current business position (i.e. its legal form of operation, when the company was formed, principals and key personnel) and any major achievements in the company that are relevant to its success, including patents, prototypes or results from test marketing.

2. Business description : This section typically begins with a brief description of your industry and its outlook. Get into the various markets within the industry, including any new products that will benefit or hurt your business. For those seeking funding, reinforce your data with reliable sources and footnote when possible. Also provide a description of your business operation's structure (i.e. wholesale, retail or service-oriented), who you will sell to, how you will distribute your products/services, the products/services itself (what gives you the competitive edge), your business's legal structure, your principals and what they bring to the organization.

Here are some worksheets from Write Your Business Plan that will help determine your unique selling proposition and analyze your industry.

Click to Enlarge+

3. Market strategies: Here is where you define your target market and how you plan to reach them. Market analysis requires research and familiarity with the market so that the target market can be defined and the company can be positioned (i.e. are you a premium product or a price-competitive product?) in order to garner its market share. Analyze your market in terms of size, structure, growth prospects, trends and sales/growth potential. This section also talks about distribution plans and promotion strategy and tactics that will allow you to fulfill your plans.

Here is a worksheet from Write Your Business Plan that will guide you toward identifying your target market.

4. Competitive analysis: The purpose of the competitive analysis is to determine the strengths and weaknesses of the competitors within your market, strategies that will provide you with a distinct advantage, the barriers that can be developed in order to prevent competition from entering your market, and any weaknesses that can be exploited within the product development cycle. Show why your business will be a success over others.

5. Design and development plan: You will only need this section if you have a product in development, such as an app. The purpose of this section is to provide investors with a description of the product's design, chart its development within the context of production and marketing and show a development budget that will enable the company to reach its goals.

6. Operations and management plan: This section describes how the business functions on a daily basis, its location, equipment, people, processes and surrounding environment. If you have a product that needs to be manufactured, explain the how and where; also, describe your work facility, the personnel, the legal environment (such as licensing, permits, special regulations, etc.), key suppliers and inventory. This section will also highlight the logistics of the organization such as the various responsibilities of the management team and the tasks assigned to each division within the company.

7. Financial factors: Financial data is always at the back of a business plan -- yet it's extremely important. The financial data can include your personal financial statement, startup expenses and capital, your projected cash flow statement and 12-month profit-and-loss statement. PaloAlto's Berry stresses that if you're going after investors, you'll need to show a cash flow statement and a break-even analysis -- or the breakdown to see where your business breaks even.

The best way to prepare for running a business is to have all the components of the plan ready. So if you are are showing a prospective lender your business plan on 10 PowerPoint slides and get asked about something that isn't in the presentation, you can speak knowledgeably and follow up with a more fleshed out plan -- and quickly.

Some business owners hire business plan writing services. Cayenne Consulting's Hirai says that his clients generally fall into one of two categories: those intimidated by the process and those who could write the plan themselves but would prefer to spend their time on other priorities.

If you find yourself intimidated or stuck, you can always write the parts of plan yourself that you understand and hire a consultant or researcher to help with parts that you find confusing.

Or if you're a startup watching every dollar, then tap the free services of the federal Small Business Association (SBA). Every state has a district office . Through the SBA, you can get business plan assistance through its various resource partners, which includes Women's Business Centers , Small Business Development Centers and Service Corps of Retired Executives .

Allow this business plan template for Business Plan for a Startup Business to guide you:

Different types of business plans

Generally, business plans can be divided into four categories :

Working plan: This plan is what you will use to operate your business and is not meant to be admired. This version of your plan is an internal document and will be long on detail, short on presentation. Here, you can omit descriptions that you need not explain to yourself or your team.

Mini plan: The reader may request a mini plan, or a condensed version of your business plan (1-10 pages), which includes most of the same components as in a longer traditional plan -- minus the details and explanation. This includes the business concept, financing needs, marketing plan, financial statements (especially cash flow), income project and balance sheet. This shorter plan is not meant to be a substitute for a full-length plan, but serves as an option to present to potential partners or investors.

Presentation plan: Whether you're using a pitch deck or a written business plan, the information in your presentation plan will be, more or less, the same as in your working plan but worded differently and styled for the eyes of an outsider. The reader of your presentation plan will be someone who is unfamiliar with your business, such as investor or venture capitalist, so lose any jargon or shorthand from your working plan, which only makes sense to you. Also, keep in mind that investors will want to see due diligence on your competition threats and risks as well as financial projections. In addition, looks count, so use the color printer, a nice cover and bindings and the fancy paper stock. Or else, if you're presenting your business plan as a PowerPoint presentation, you can use this business plan presentation template .

What-if plan: This is a contingency plan -- in case your worst case scenario happens, such as market share loss, heavy price competition or defection of a key member of your team. You want to think about what to do in the face of an of these, and if you're trying to get outside funds, having a contingency plan shows that you've considered what to do if things don't go according to plan. You don't necessarily need this, but if you are getting outside funding, then it can strengthen your credibility showing that you have thought about these what-if possibilities. Even if you're not going to get outside funding, shouldn't you be thinking of the what ifs?

If four plans seem like a mountain of work, don't panic. Select two to start off -- a working plan and a mini plan, which will be an abbreviated version of your working plan.

Take several months to write your business plan. Consider it a journey, not a sprint.

Related: The Ultimate Guide to Writing a Business Plan

Carolyn Sun is a freelance writer for Entrepreneur.com. Find out more on Twitter  and  Facebook . 

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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

• A business plan is a document describing a company's business activities and how it plans to achieve its goals.
• Startup companies use business plans to get off the ground and attract outside investors.
• For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
• There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

• Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
• Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
• Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
• Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
• Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

• Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
• Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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How To Write a Business Plan

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Starting a business is a wild ride, and a solid business plan can be the key to keeping you on track. A business plan is essentially a roadmap for your business — outlining your goals, strategies, market analysis and financial projections. Not only will it guide your decision-making, a business plan can help you secure funding with a loan or from investors .

Writing a business plan can seem like a huge task, but taking it one step at a time can break the plan down into manageable milestones. Here is our step-by-step guide on how to write a business plan.

Table of contents

• Write your executive summary
• Do your market research homework
• Set your business goals and objectives
• Plan your business strategy
• Describe your product or service
• Crunch the numbers
• Finalize your business plan

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Step 1: Write your executive summary

Though this will be the first page of your business plan , we recommend you actually write the executive summary last. That’s because an executive summary highlights what’s to come in the business plan but in a more condensed fashion.

An executive summary gives stakeholders who are reading your business plan the key points quickly without having to comb through pages and pages. Be sure to cover each successive point in a concise manner, and include as much data as necessary to support your claims.

You’ll cover other things too, but answer these basic questions in your executive summary:

• Idea: What’s your business concept? What problem does your business solve? What are your business goals?
• Product: What’s your product/service and how is it different?
• Market: Who’s your audience? How will you reach customers?
• Finance: How much will your idea cost? And if you’re seeking funding, how much money do you need? How much do you expect to earn? If you’ve already started, where is your revenue at now?

Step 2: Do your market research homework

The next step in writing a business plan is to conduct market research . This involves gathering information about your target market (or customer persona), your competition, and the industry as a whole. You can use a variety of research methods such as surveys, focus groups, and online research to gather this information. Your method may be formal or more casual, just make sure that you’re getting good data back.

This research will help you to understand the needs of your target market and the potential demand for your product or service—essential aspects of starting and growing a successful business.

Step 3: Set your business goals and objectives

Once you’ve completed your market research, you can begin to define your business goals and objectives. What is the problem you want to solve? What’s your vision for the future? Where do you want to be in a year from now?

Use this step to decide what you want to achieve with your business, both in the short and long term. Try to set SMART goals—specific, measurable, achievable, relevant, and time-bound benchmarks—that will help you to stay focused and motivated as you build your business.

Step 4: Plan your business strategy

Your business strategy is how you plan to reach your goals and objectives. This includes details on positioning your product or service, marketing and sales strategies, operational plans, and the organizational structure of your small business.

Make sure to include key roles and responsibilities for each team member if you’re in a business entity with multiple people.

Step 5: Describe your product or service

In this section, get into the nitty-gritty of your product or service. Go into depth regarding the features, benefits, target market, and any patents or proprietary tech you have. Make sure to paint a clear picture of what sets your product apart from the competition—and don’t forget to highlight any customer benefits.

Step 6: Crunch the numbers

Financial analysis is an essential part of your business plan. If you’re already in business that includes your profit and loss statement , cash flow statement and balance sheet .

These financial projections will give investors and lenders an understanding of the financial health of your business and the potential return on investment.

You may want to work with a financial professional to ensure your financial projections are realistic and accurate.

Step 7: Finalize your business plan

Once you’ve completed everything, it's time to finalize your business plan. This involves reviewing and editing your plan to ensure that it is clear, concise, and easy to understand.

You should also have someone else review your plan to get a fresh perspective and identify any areas that may need improvement. You could even work with a free SCORE mentor on your business plan or use a SCORE business plan template for more detailed guidance.

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The takeaway

Writing a business plan is an essential process for any forward-thinking entrepreneur or business owner. A business plan requires a lot of up-front research, planning, and attention to detail, but it’s worthwhile. Creating a comprehensive business plan can help you achieve your business goals and secure the funding you need.

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Business Plan: What It Is + How to Write One

Discover what a business plan includes and how writing one can foster your business’s development.

What is a business plan? 

A business plan is a written document that defines your business goals and the tactics to achieve those goals. A business plan typically explores the competitive landscape of an industry, analyzes a market and different customer segments within it, describes the products and services, lists business strategies for success, and outlines financial planning.  

In your research into business plans, you may come across different formats, and you might be wondering which kind will work best for your purposes. 

Let’s define two main types of business plans , the traditional business pla n and the lean start-up business plan . Both types can serve as the basis for developing a thriving business, as well as exploring a competitive market analysis, brand strategy , and content strategy in more depth. There are some significant differences to keep in mind [ 1 ]: 

The traditional business plan is a long document that explores each component in depth. You can build a traditional business plan to secure funding from lenders or investors. 

The lean start-up business plan focuses on the key elements of a business’s development and is shorter than the traditional format. If you don’t plan to seek funding, the lean start-up plan can serve mainly as a document for making business decisions and carrying out tasks. 

Now that you have a clear business plan definition , continue reading to begin writing a detailed plan that will guide your journey as an entrepreneur.  

How to write a business plan 

In the sections below, you’ll build the following components of your business plan:

Executive summary

Business description 

Products and services 

Competitor analysis 

Marketing plan and sales strategies 

Brand strategy

Financial planning

Explore each section to bring fresh inspiration to the surface and reveal new possibilities for developing your business. You may choose to adapt the sections, skip over some, or go deeper into others, depending on which format you’re using. Consider your first draft a foundation for your efforts and one that you can revise, as needed, to account for changes in any area of your business.  

Read more: What Is a Marketing Plan? And How to Create One

1. Executive summary 

This is a short section that introduces the business plan as a whole to the people who will be reading it, including investors, lenders, or other members of your team. Start with a sentence or two about your business, your goals for developing it, and why it will be successful. If you are seeking funding, summarize the basics of the financial plan. 

2. Business description 

Use this section to provide detailed information about your company and how it will operate in the marketplace. 

Mission statement: What drives your desire to start a business? What purpose are you serving? What do you hope to achieve for your business, the team, your customers? 

Revenue streams: From what sources will your business generate revenue? Examples include product sales, service fees, subscriptions, rental fees, license fees, and more. 

Leadership: Describe the leaders in your business, their roles and responsibilities, and your vision for building teams to perform various functions, such as graphic design, product development, or sales.  

Legal structure: If you’ve incorporated your business or registered it with your state as a legal entity such as an S-corp or LLC, include the legal structure here and the rationale behind this choice. 

3. Competitor analysis 

This section will include an assessment of potential competitors, their offers, and marketing and sales efforts. For each competitor, explore the following: 

Value proposition: What outcome or experience does this brand promise?

Products and services: How does each one solve customer pain points and fulfill desires? What are the price points? 

Marketing: Which channels do competitors use to promote? What kind of content does this brand publish on these channels? What messaging does this brand use to communicate value to customers?  

Sales: What sales process or buyer’s journey does this brand lead customers through?

Read more: What Is Competitor Analysis? And How to Conduct One

4. Products and services

Use this section to describe everything your business offers to its target market . For every product and service, list the following: 

The value proposition or promise to customers, in terms of how they will experience it

How the product serves customers, addresses their pain points, satisfies their desires, and improves their lives

The features or outcomes that make the product better than those of competitors

Your price points and how these compare to competitors

5. Marketing plan and sales strategies 

In this section, you’ll draw from thorough market research to describe your target market and how you will reach them. 

Who are your ideal customers?   

How can you describe this segment according to their demographics (age, ethnicity, income, location, etc.) and psychographics (beliefs, values, aspirations, lifestyle, etc.)? 

What are their daily lives like? 

What problems and challenges do they experience? 

What words, phrases, ideas, and concepts do consumers in your target market use to describe these problems when posting on social media or engaging with your competitors?  

What messaging will present your products as the best on the market? How will you differentiate messaging from competitors? 

On what marketing channels will you position your products and services?

How will you design a customer journey that delivers a positive experience at every touchpoint and leads customers to a purchase decision?

Read more: Market Analysis: What It Is and How to Conduct One   

6. Brand strategy 

In this section, you will describe your business’s design, personality, values, voice, and other details that go into delivering a consistent brand experience. 

What are the values that define your brand?

What visual elements give your brand a distinctive look and feel?

How will your marketing messaging reflect a distinctive brand voice, including the tone, diction, and sentence-level stylistic choices? 

How will your brand look and sound throughout the customer journey? 

Define your brand positioning statement. What will inspire your audience to choose your brand over others? What experiences and outcomes will your audience associate with your brand? 

Read more: What Is a Brand Strategy? And How to Create One

7. Financial planning  

In this section, you will explore your business’s financial future. If you are writing a traditional business plan to seek funding, this section is critical for demonstrating to lenders or investors that you have a strategy for turning your business ideas into profit. For a lean start-up business plan, this section can provide a useful exercise for planning how you will invest resources and generate revenue [ 2 ].  

Use any past financials and other sections of this business plan, such as your price points or sales strategies, to begin your financial planning. 

How many individual products or service packages do you plan to sell over a specific time period?

List your business expenses, such as subscribing to software or other services, hiring contractors or employees, purchasing physical supplies or equipment, etc.

What is your break-even point, or the amount you have to sell to cover all expenses?

Create a sales forecast for the next three to five years: (No. of units to sell X price for each unit) – (cost per unit X No. of units) = sales forecast

Quantify how much capital you have on hand.

When writing a traditional business plan to secure funding, you may choose to append supporting documents, such as licenses, permits, patents, letters of reference, resumes, product blueprints, brand guidelines, the industry awards you’ve received, and media mentions and appearances.

Business plan key takeaways and best practices

Remember: Creating a business plan is crucial when starting a business. You can use this document to guide your decisions and actions and even seek funding from lenders and investors. 

Keep these best practices in mind:

Your business plan should evolve as your business grows. Return to it periodically, such as every quarter or year, to update individual sections or explore new directions your business can take.

Make sure everyone on your team has a copy of the business plan and welcome their input as they perform their roles. 

Ask fellow entrepreneurs for feedback on your business plan and look for opportunities to strengthen it, from conducting more market and competitor research to implementing new strategies for success. 

Start your business with Coursera 

Ready to start your business? Watch this video on the lean approach from the Entrepreneurship Specialization : 

Article sources

1. US Small Business Administration. “ Write Your Business Plan , https://www.sba.gov/business-guide/plan-your-business/write-your-business-plan." Accessed April 19, 2022.

2. Inc. " How to Write the Financial Section of a Business Plan ,   https://www.inc.com/guides/business-plan-financial-section.html." Accessed April 14, 2022.

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Step-by-step guide on writing a lean business plan with templates

Yauhen Zaremba Director of Demand Generation at PandaDoc

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If you’ve got a good idea and an entrepreneurial spirit, you’ve probably considered starting your own business at some point.

But, even if you’ve got some experience with business operations, actually bringing that idea to life is no simple task.

Traditional business plans can help, but they might be far too complicated if you’re in the early stages of business development or you aren’t intended to seek external funding to start your company.

If that’s the case, a lean business plan is probably a better answer.

In this article, we’ll talk you through the details of a lean business plan, and we’ll show you how to write in this step-by-step guide.

Ready? Let’s get to it.

Before you start your business plan

What is a lean business plan.

Lean business plans tend to be geared toward early-stage businesses that don’t need any kind of outside investment and have no intention to seek financing in order to start their business.

Lean plans are more flexible than traditional business plans. They cover much of the same information — but not all of it — and the format isn’t as strict.

However, there is a key difference to consider.

Lean Business Plan Template

Used 4995 times

Use this Lean Business Plan Template to enlist your business with the applicable agency in your jurisdiction. All of the areas are fully customizable and can be tailored to your detailed necessities.

Traditional business plan

A traditional business plan ( template here ) is primarily a marketing document designed to help an entrepreneur acquire funding.

With a traditional plan, the business owner needs to prove that they’ve considered their business fully and show a potential investor (or banking agent) how they plan to invest the funds to create a successful enterprise.

Lean business plan

A lean business plan is more of a vision document. The plan format doesn’t usually include any kind of financial documentation, and it doesn’t always follow a predetermined template or format.

Instead, this plan is much shorter (often one or two pages) and is primarily designed to help new business owners get their ideas on paper and figure out how to transform them into a viable company.

It’s possible to scale a lean plan into a traditional plan if funding is required, but it’s not the main purpose of this plan.

With all that said, keep in mind that any business plan is still all about helping you make money at the end of the day.

While your lean business plan will probably be shorter than a traditional plan and all accompanying financial documentation, the decisions that you make while planning will have a direct financial impact on your business once you get started.

The key difference is that you’ll be investing (and losing) your own money — so it pays to be prudent, do your market research, and come back with a plan that maximizes your profit while minimizing costs.

Remember: A lean plan isn’t a shortcut to creating an effective business strategy or a viable company.

No matter your bottom line, if you don’t have the necessary financial resources, the company won’t be able to accomplish its goals and may not even be able to keep its doors open.

A lean plan can help you define your vision and determine the best path forward but, like all business plans, it’s only as good as the work you put into it.

Why do you need a lean plan?

Lean business plans, like other types of plans, are most useful when helping you better understand the environment surrounding your business and how your company will need to operate in order to stay competitive in the marketplace.

A lean business plan can help you determine each of the following details:

• Competitive positions, strengths, and weaknesses.
• Target audience and their incentives to buy your product.
• Uniqueness of your value proposition.
• Primary competitors in the marketplace.
• Chief revenue opportunities and cost centers.
• Timeframes around launching and getting underway.
• Resources necessary for success.

As you write your plan, you’ll need to evaluate your target marketing, including buyers and brand competitors.

You’ll need to develop strategies for how you’ll stand out, what sales channels make the most sense for your business, and how you need to talk about your products and services in order to generate strong interest from buyers.

Without this information, you risk launching your business into an unknown and unexplored market, which will open you up to massive deficits and competitive exposure as you try to adjust on the fly.

When should you write your lean business plan?

There are a few great times to write any business plan, and a lean business plan is no exception.

Keeping in mind that a lean plan is a business document, you should consider creating this plan in any of the following circumstances:

• You want to start a business and you don’t need funding.
• You’ve acquired a company and need to evaluate your market position.
• You have an existing business and need to pivot your offering to better serve your customers or developing market.

However, it’s important to note that a lean plan isn’t a static document that needs to be frozen in time.

Unlike a traditional business plan, which often serves as a snapshot of your business operations and planning, a lean plan is flexible enough to evolve quickly and can be updated with greater frequency as your business grows and customer needs evolve.

Businesses commonly discover new or related markets shortly after they first open their doors, necessitating a pivot in products and services.

Update your lean plan accordingly and share it with your leadership team, then execute a new strategy to capture the new opportunity.

Parts of a lean business plan

In this section, we’ll cover the parts of a lean business plan.

While we’ll cover each section in-depth below, one important thing to remember is that your lean plan should be focused on developing your business idea into a viable company.

To do that, you’ll need business partners, a decent understanding of your cost structure, and some insights into what successful businesses in your industry might look like.

These plans are best-fits for early-stage startups (pre-seed), solopreneurs, and similar businesses with no immediate need for funding.

If you’re planning to launch your business as part of a funding-backed enterprise, be prepared to use the information you gather as part of a lean plan into a more traditional plan when the need arises.

01. Identity

The identity section of your document covers your business details, including what your company does and how you identify with your target customers.

It’s often best to think of this as an elevator pitch for your business. Your identity statement doesn’t have to be overly complicated, but it should sum up the crux of your business in a few words.

If you find that you can’t do that when formulating your business, you might need to spend more time thinking about what you’re actually trying to do and how you can best serve your intended market.

• We provide fast and friendly commercial photography services for e-commerce businesses and online boutiques.
• I’m an end-to-end travel consultant. I create custom vacation and travel packages to help aspiring vacationers see more of the world.
• We sell high-quality, affordably priced walking and running shoes for families and amateur athletes.

02. Problem worth solving

Put simply, this section represents an existing problem that you’re getting into business to solve.

What’s driving you to start the business? Maybe you feel like a specific service doesn’t exist or you can offer better pricing or a better experience in a unique market.

Once your business enters the market, what problem will it solve?

• Commercial photography feels very “corporate,” and no company in our region offers brand-oriented imagery.
• Finding good vacation destinations off the beaten path is hard work, and it’s something that most people can’t do on their own.
• You shouldn’t have to be an expert to get good shoes.

03. Solution

If the problem (listed above) is one half of the equation, how you plan to solve it is the other half.

In this section, you’ll want to highlight your answer to that problem by pointing out how your business solves the issue.

While the details are obviously more complex than what you can list in a lean plan, this solution should encapsulate how your business stands apart from everyone else.

• Our team of imagery consultants and photographers works with marketing teams in a collaborative way to generate stunning, on-brand imagery.
• I bridge the gap between vacationers and off-beat destinations using personal travel experience and a background in travel planning to create dream vacations.
• Our shop helps individuals of all skill levels equip themselves for workouts and fitness that they’re comfortable with. We’re also a judgment-free zone.

04. Target market

In this section, you’ll want to list your ideal customers for your business. You can do this using a number or bulleted list, and it doesn’t have to be particularly complicated.

Because a lean plan isn’t as in-depth as a traditional business plan, it might be tempting to add any potential customer to this list.

Further reading: How to find your target market

However, it’s best if you take a little time and do some additional market research to ensure the customer you want exists in quantities large enough to sustain your business.

• Regional businesses with an online store.
• Young couples who want a non-traditional vacation.
• Fitness newbies who want to get into shape.

05. Competition

No matter how unique your business or idea, you’ll always have competitors.

Take a look around (both locally and online!) and see who might offer services that are similar or competitive to yours.

Keep in mind that, while pricing and cost aren’t everything, they play a large role in the marketplace.

Consider that as one factor among many while trying to assess your competition.

• Other commercial photographers.
• Corporate travel agencies.
• Big-box shoe retailers.

07. Marketing activities

One of the most important aspects of your business deals with how you’re planning to inform your customers about your business and the services you offer.

Raising customer awareness and generating leads is one of the most important things that a business can do, but marketing activities can also become a major cost center for the business.

Even though a lean plan is designed to help clarify the bigger picture, it’s important to do your research before you decide on your planned marketing tactics.

• Launch an image-focused marketing blog to raise awareness around advertorial pitfalls that brands often make with their images.
• Create a “been there, done that” marketing campaign using social media to demonstrate personal travel expertise and invite others to join in.
• Purchase sponsorships and connect with local runners to insert brand into existing athletic community.

08. Revenue streams

We said it before, but it bears repeating: At the end of the day, it’s all about the money. You’ll need cash flow to keep your business afloat.

In this section, you’ll want to cover how you plan to generate that revenue. What products or services do you plan to sell? What will be your flagship products?

In the example below, we’ve listed a flagship product or service for each of our imaginary businesses. However, you can list multiple products or services for your own business as bullet points in this section.

• 24-pack eCommerce image bundle.
• Customized vacation packages for couples.
• Running shoes.

09. Expenses

To keep your business running, you’ll need to invest some of your revenue back into the company to cover operating expenses.

Further reading: 12 Major Business Expenses (and How to Reduce Them)

In this section, you’ll want to highlight those primary cost centers. If you’re still in the planning process for your business, you may not have any metrics for your own operation.

In that case, doing your research can help you better determine what major expenses you’re likely to encounter as you get your business off the ground.

• Payroll (consultants, photographers, and admin).
• Marketing and advertising on social media.
• Rent for commercial space.

10. Milestones

Now that you’ve got most of the basics out of the way, you’ll need to come up with logical next steps to get your business operations underway.

To do this, you’ll create milestones to meet your business needs. While these milestones can be quite broad and may involve many subtasks, they still need to have some specificity so that you can plan for the future.

• Build and launch website by end of Q3.
• Create a destination partnership database (before launch).
• Find and secure retail store location (August 22nd).

11. Team and key roles

Some businesses can be done alone, but most are a team effort. In this section, you’ll want to list all of the key players and roles that you need in order for your business to function.

Keep in mind that, as the business owner, the expertise and knowledge of your staff are some of your most valuable assets. Depending on your niche and your specialty, replacing a key employee can be a major challenge.

While building out your list, consider what steps you’ll need to take when a key player exits your business.

• Alex: Photography Director
• Cindy: Owner & Travel Guide
• Marcy: Sales Manager

12. Partners and resources

No business can thrive on its own.

Whether you need help with your marketing strategy or you need to hand over your books to an accountant at the end of the year, you’ll need partners to help you navigate murkier waters.

In this section, list any major partners and key resources that you’ll need in order to continue operating with your competitive advantage.

• CanNik Camera Repair
• Green & Green: Accountants
• Run Free: Wholesale Running Supplies

Better business planning with PandaDoc

While writing a business plan might feel like a monumental task, it’s often the first major step when starting your business.

PandaDoc can help you do more with your business plan by offering advanced layout, formatting, and collaboration tools.

Grab a free business plan template from the template library and see the PandaDoc editor in action by signing up for a free 14-day trial .

Originally published Oct 17, 2017, updated Jun 21, 202 2

Frequently asked questions

What’s the difference between a lean business plan and a formal business plan.

A detailed business plan is much longer and is typically used whenever you need financing.

When you’re creating a plan for your own use, or when you’re planning to self-fund and aren’t seeking investors, a lean plan can be the better way to get started.

That being said, you can always scale up your lean plan into a traditional business plan, if you decide that funding or additional information is needed.

None of the work that goes into your lean plan needs to be wasted if you decide that your situation demands something a little more formal somewhere down the line.

Is a business plan required to start a business?

A business plan definitely isn’t required to open your business, especially if you aren’t seeking a loan.  However, good planning can help you achieve your goals faster and with lower overall costs.

A business plan, whether you use a one-page business plan like the lean plan here or a traditional plan, forces you to formalize your idea and conduct market research that will help to further define your brand.

Often, creating a workable plan requires you to determine key metrics and ideal customer segments.  Formal plans may even ask for sales forecasts or financial forecasts to help lenders better understand your projected profits.

You won’t see as much of that with a lean plan, though the numbers-driven details should definitely play a role in your regular review once the business is up and running.

Do I have to have everything done before I start my business?

No, and you probably won’t.

No matter how well you prepare, no business plan will ever be perfect, and you’ll always encounter some unexpected problem that no one anticipated. A business plan can help you predict some of those problems, but you won’t be able to plan for scenarios where a distributor has trouble or a new competitor opens its doors.

At some point, you’ll have to stop writing and start operating your business. Set a personal deadline to stop planning and start working.

Perfection is the enemy of good enough.

How long should my business plan be?

This depends on your plan and the objective of the plan itself.

Lean business plans like the one listed here are often created using a single page or a few pages (at most). Even if you want to follow a more traditional route, a personal plan probably shouldn’t run more than around 10 pages.

That’s different from a funded startup, which can be closer to 30 pages, once the market analysis and all financial details are accounted for. These plans venture strongly into VC and investment funding, which often necessitates higher investments and a great amount of due diligence. In these scenarios, you might also be looking at a pitch rather than a plan.

For more traditional businesses or existing businesses seeking funding from a small business loan officer, somewhere between 7 and 15 pages is probably sufficient for your needs.

Can I change my business plan after I’ve written it?

Certainly. In fact, this is expected.

A business plan is best viewed as a living document that should grow and evolve with your company. Markets shift. Public interest goes in new directions. New competitors and business opportunities may arise.

As your business grows, you’ll need to shift your focus or pivot your business model to accommodate for those changes. Your business plan should evolve with you in order to best reflect the position that your organization needs to take in order to remain profitable.

Do investors really care about a business plan?

Yes, although it can depend on who you’re speaking to and how you’re trying to secure funding.

If you’re trying to get a loan from a bank, a business plan is almost mandatory. A small business loan officer will evaluate the validity of your plan and may come back to you with questions before authorizing your loan.

On the other hand, a VC firm or an angel investor may expect a pitch, rather than a business plan, especially if you’re in a pre-seed round and have no cash flow or financials that they can actively evaluate. They’ll also be interested in anything else you can use to make your case, like intellectual property (patents, inventions, etc.) that make your business model unique and defensible.

In either case, your potential investors want to know that you’ve done your research and that they aren’t throwing away their investment. Even if you need to pitch, starting with a business plan can help you figure out how to address these pressing questions.

Should I hire someone to write my business plan?

It might be tempting to hire a consultant, strategist, or writer to help you create your business plan, but this is something you should do by yourself or with the help of your business partners.

Why?  Because, as the business owner, the knowledge that you’ll gain from the research is invaluable to the long-term success of your company. It’s not something that you should outsource.

Of course, we aren’t saying that you should avoid shortcuts. Use a lean business plan template or a traditional business plan template , if that helps you kickstart your creative process. After the plan is written, you can even bring in writers, editors, and graphic designers to make it look great.

Keep in mind as well that nobody knows everything. While writing your business plan, you’ll probably spot gaps in your own knowledge in key areas of your business operations.

Surround yourself with experienced advisors and mentors that you trust so that you can fill those knowledge gaps. If you aren’t sure where to find them, resources like SCORE or the Small Business Administration (US) and similar websites can help you get started. You may also need to hire mentors and specific talent in order to succeed.

How will I know what to write in my business plan?

Most business plans follow a template or a process. Pick one you like and that makes sense for your business, then follow it.

Keep in mind that length isn’t everything when it comes to business plans.

You don’t always need a 30+ page document to get a loan from the bank, and supporting documentation around financing and past success may be just as important to lenders and investors as good planning skills.

Do I have to follow a specific format?

No, although you’ll want to make sure that all of the basic information is covered if you choose to deviate from any standard format.

Some readers may be expecting a specific format or a document that’s styled similarly to other business plans that they’ve seen before.

The more you stray from the accepted format, the harder your plan will be to interpret, which could cause confusion and complicate the lending or investing process.

PandDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

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October 31, 2023

Block Advisors

How to Write a Business Plan Step-By-Step

October 31, 2023 • Block Advisors

QUICK ANSWER:

• A business plan outlines your business’s goals, services, financing, and more.
• Business plans vary in length and complexity but should always include an explanation of what your business will do and how it will do it.
• Business plans serve as a guide for business owners and employees and are key to boosting investor confidence.

Whether you’re a serial entrepreneur or just getting your first small business idea off the ground, creating a business plan is an important step. Good business planning will help you clarify your goals and objectives, identify strategies, and note any potential issues or roadblocks you might face.

Not every business owner chooses to write a business plan, but many find it to be a valuable step to take when starting a business. Creating a business plan can seem daunting and confusing at first. But taking the time to plan and research can be very beneficial, especially for first-time small business owners.

If you want to learn how to create a business plan or if you feel you just need a little business plan help, read on!

What is a Business Plan?

A business plan serves as a comprehensive document that outlines your business’s goals, services, financing, leadership, and more details essential to its success. Think of the plan as the who, what, and why of your new business:

Who are the major players in your business?

What goods or services do you offer and why are they important?

Why are you in business and why should customers choose you?

Business plans can range in complexity and length, but, at their core, all plans explain what the business will do and how it will do it. A business plan serves as a guide for business owners and employees and should boost investor confidence. Some important advantages of business plans include:

• Shows investors you have an in-demand product or service, a solid team to achieve business goals, and the potential for growth and scalability.
• Increases the likelihood of securing a business loan, locking in investments, or raising capital. >>Read: A Guide to Raising Capital as a Small Business Founder
• Helps recognize partnership opportunities with other companies.
• Identifies and defines competitors within your given industry.

Looking for an examples of a successful business plan? Check out the SBA’s business plan page for walkthroughs of different business plan outlines.

How to Write a Business Plan: 10 Simple Steps

Starting with a blank page is undoubtedly intimidating. So, begin with a structured business plan template including the key elements for each section. Once your outline is complete, it’ll be time to fill in the details. Don’t worry, you’ll know how to write a business plan in no time. We’ve broken each section down to help you write a business plan in a few simple steps.

1. Brainstorm and Draft an Executive Summary for Your Business Plan

This will be the first page of your business plan. Think of it as your business’ written elevator pitch. In this high level summary, include a mission statement, a short description of the products or services you will be providing, and a summary of your financial and growth projections.

This section will be the first part people read, but you may find it easier to write it last. Writing it after building out the rest of your plan may help you condense the most important information into a concise statement. You’ll need to streamline your thoughts from the other sections into a one page or less summary.

2. Create a Business Description

In this next section, describe your business. Add more specific details than the executive summary. You should include your business’s registered name, the address of your business’s location, basic information about your business structure , and the names of key people involved in the business.

The company description should also answer these two questions:

• Who are you?
• What do you plan to do?

Explain why you’re in business. Show how you are different from competitors. Tell investors why they should finance your company. This section is often more inspirational and emotional. Make sure you grab the reader’s attention. The goal is to get them to believe in your vision as much as you do.

What business structure is right for my company?

Answer these six questions to help you find your fit

3. Outline Your Business Goals

This section should serve as an objective statement. Explain what you want to accomplish and your timeline. Business goals and objectives give you a clear focus. They drive your business to success, so dream big. Include objectives that will help you reach each goal. Don’t forget to make your goals and objectives SMART – that is, they should be:

S pecific | M easurable | A ttainable | R elevant | T ime-bound

4. Conduct and Summarize Market Research

Next, outline your ideal customer with some research. Do the math to estimate the potential size of your target market. Make sure you are choosing the right market for your product, one with plenty of customers who want and need your product. Define your customer’s pain points. Explain your expertise in relation to the market. Show how your product or service fills an important gap and brings value to your customers. Use your findings to build out a value proposition statement.

5. Conduct a Competitive Analysis

In a similar way, you’ll also want to conduct and include a competitive analysis. The purpose of this analysis is to determine the strengths and weaknesses of competitors in your market, strategies that will give you a competitive advantage, and how your company is different. Some people choose to conduct a competitive analysis using the SWOT method .

6. Outline Your Marketing and Sales Strategies

Your marketing sales strategy can make or break your business. Your marketing plan should outline your current sales decisions as well as future marketing strategies. In this section, you should reiterate your value proposition, target markets, and customer segments. Then, include details such as:

• A launch plan
• Growth tactics and strategies
• A customer retention plan
• Advertising and promotion channels (i.e. social media, print, search engines, etc.)

7. Describe Your Product or Service

By this point, your products or services have probably been mentioned in several areas of the business plan. But it’s still important to include a separate section that outlines their key details. Describe what you’re offering and how it fits in the current market. Also include details about the benefits, production process, and life cycle of your products. If you have any trademarks or patents, include them here. This is also a good time to ask yourself, “Should my plan include visual aids?”

[ Read More Must-Have Tips to Start Your Small Business ]

8. Compile Financial Plans

Financial health is crucial to the success of any business. If you’re just starting your business, you likely won’t have financial data yet. However, you still need to prepare a budget and financial plan. If you have them, include income statements , balance sheets , and cash flow statements . You can also include reporting metrics such as net income and your ratio of liquidity to debt repayment ability.

If you haven’t launched your business yet, include realistic projections of the same information. Set clear financial goals and include projected milestones. Share information about the budget. What are the business operations costs? Ensure you are comprehensive when considering what costs you may need to prepare for.

9. Build a Management and Operations Plan

Identify your team members. Highlight their expertise and qualifications. Outline roles that still need to be filled now to establish your company and later as the business grows. Read More: 8 tax steps to take when hiring employees >>

Include a section detailing your logistics and operations plan. Consider all parts of your operation. Create a plan that provides details on suppliers, production, equipment, shipment and fulfillment, and inventory. This shows how your business will get done.

10. Create an Appendix – A Place for Additional Information and Documents

Lastly, assemble an organized appendix. This section can contain any other relevant information a reader might need to enhance their understanding of other sections. If you feel like the appendix is getting long, consider adding a table of contents at the beginning of this section. Appendices often include documents such as:

• Licenses and permits
• Bank statements
• Resumes of key employees
• Equipment leases

How to Create a Business Plan: The Bottom Line

A business plan helps you identify clear goals and provides your business direction. Many small business plans are 10-20 pages in length. But as long as the essentials are covered, feel empowered to build a plan that works for you and your company’s needs. Creating a business plan will help you identify your market and target customers, define business aims, and foster long-term financial health.

We’re ready to help you get your business started on the right foot today, and help you find long-term satisfaction as you pursue your business dream. Writing a business plan can be exciting. But if the steps to starting your business are feeling overwhelming, Block Advisors is here to help. Make an appointment today – our experts can assist you with tax prep , bookkeeping , payroll , business formation , and more .

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A Comprehensive Guide to Writing a Business Plan in 2024

Table of contents

Do you remember the first business plan you made? It could be with your school pal to open a restaurant or with your college buddy to start a design firm. No matter what stage of life you’re at, every new business needs a plan. It’ll help you lay the foundation.

A business plan comprises your company’s goals and intentions. 

Here are the top strategic tips on writing a winning business plan to give life to your entrepreneurial dream.

Do I really need a business plan?

When evaluating how to structure a business, you might wonder:

• How do I convey my ideas clearly?
• How can I assess each approach?
• How can I effectively talk about the company’s goals?
• What will help me partner with potential companies?
• How do I make my business lucrative in a  competitive market?

Investors rely on a comprehensive business plan to understand how you expect to make profits. 

1. Research for strategic decisions

You can’t develop a business plan without investing time in research. To better understand market trends, consumer behavior, and competitor’s strategies, perform extensive research that a business plan mandates.

2. Vision through words

It helps you compellingly present the ideas to gain investors', partners’, and consumers’ interests. 

3. Earns potential partners

It helps get investors or collaborators interested in your business by showcasing how it is worth investing in. 

5 things to keep in mind while writing your business plan

Writing a stellar business plan demands attention to detail. Here are the crucial elements to bear in mind while composing a plan. 

1. Audience

Are you writing it for an investor or a partner? Based on the audience, you need to understand their perspective, concerns, and expectations. 

Is your business plan clearly defining the goals? Ensure it gives a clear picture of the company's short-term and long-term objectives. 

3. Comprehensive research

Did you analyze market trends? Dig deep into the research to get a comprehensive industry analysis. It will help you exhibit your company’s innovative approach.

Who could be your most effective research partner? Wordtune!

Let’s say you’re planning to begin a packaging venture. While preparing the business plan, you need to know the facts and figures about the industry's growth. So, how do you go about it? 

With Wordtune’s AI feature, you can write a detailed prompt mentioning the data that you need to procure. For example, ask ‘How is the packaging industry performing?’ and Wordtune will develop relevant, up-to-date information.

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4. Crisp points

Do you prefer reading through lengthy texts or crisp points? The latter, right? Make sure to present the data with crisp and precise facts. 

5. Tone and style

While a business plan is the key to exhibiting your business approach, don’t miss out on reflecting your personality. While you keep the content in a professional tonality, make it more enjoyable with a little hint of quirkiness. 

Wordtune helps in effortlessly jazzing the tone and style of your business plan. Let’s understand with an example of a venture’s brief. 

‘FurniturePro is a leading venture in the furniture design industry specializing in sustainable design. We’re transforming modern spaces through our eco-friendly and innovative approach. Our designs speak all about sleek and functional designs.’

Do you wish to add a casual touch to the tonality? Here’s how Wordtune works.

This tool helps you refine your tone by giving suggestions according to your intended style.

9 Steps to Writing a Comprehensive Business Plan

To outline your business’ goals and approach holistically, here is our step-by-step guide on writing a compelling business plan. 

1. Executive summary

An executive summary is the first page of a business plan, offering a trailer for more to come. Thus, it needs to be well-written and captivating. Consider it an elevator pitch and summarize your company’s plan by highlighting the critical points like the objective, mission, growth trajectory, unique value proposition, etc.

Pro-tip: As an executive summary offers insights into the overall plan, write it at the end. It will make the task more manageable as you can pick information from the relevant sections and precisely mention it here. 

With Wordtune, you can curate the executive summary by offering a brief prompt. For example, you’re an architect seeking investors for your firm. What do you need to grab their attention? A holistic business plan that helps them understand the perks of funding your business.

Let’s see how Wordtune helps in this case. All you need to do is feed the details that must be present in the summary and witness the magic. 

To convey the ideas better, it breaks up the details under sub-headings to enhance readability and mention every detail.

2. About your company

What is your company’s name? Where is it located? Who are the leaders of the company?

Whenever we’re going through a business plan, aren’t these the first questions popping up in our heads? After the executive summary, introduce your company.

Define the overall business structure, whether a corporation, partnership, or sole proprietorship. While mentioning these details, include each leader's ownership and involvement percentage. Give a gist of the past and present through a brief timeline, and prepare the readers to delve into the future that follows in the next section.

3. Your business goals

Nobody prefers sailing a boat without a compass, right? Similarly, every investor or potential stakeholder needs a clear picture of the business and its growth strategies before investing. This is why this section is crucial. Define your short-term and long-term objectives of the company.

Make sure to cover the following points in the business goal:

• Why do you need funds for the business?
• What are the benefits financing brings to the growth of your company?
• What is your approach to achieving growth targets?

It must exhibit a win-win case for your company and investor’s ROI.

4. All about your products and services

With the company’s past, present, and future in line, it’s time to delve into the details of the product.

• What is the product or service your company offers?
• What is the typical pricing?
• What is your target audience?
• What is your strategy to fulfill the supply chain and demands?
• What is your sales path?
• What is the distribution strategy for a product or service? 

Make sure to mention every minute detail about the offerings and throw light on their unique features, advantages, and how they add value to consumers. 

5. What does market research say?

As you step into a niche, research is vital. 

Once you’ve researched the market, present your unique approach in the business plan. Mention how your product or service is better than the rest. Explain about your competitors, discuss their approach, and define how your course stays a step ahead.

Pro-tip: Sequence it by showcasing your market understanding first. After that, mention the critical pain points, identify the challenges, and how you transform them into opportunities.

6. Outline the marketing plan

What is your marketing strategy? Address your roadmap to reach and engage with the target audience. How are you planning to promote your products, and what is your process for building a lasting impression?

Mention details about the sales tactics, channels, and promotional campaigns. 

7. Business financial analysis

Numbers can speak volumes. If you’re writing a business plan for an existing business, flaunt the profit-and-loss statements to showcase the financials. List the assets, debts, cash flow, etc., through a balance sheet. Consider adding the following details:

• Current Ratio– the company’s current liquidity and potential to repay the debts.
• Net Profit Margin– what is the percentage of revenue reserved as net income?
• Accounts Receivable Turnover Ratio– details about the frequency of collecting receivables annually.

Present the data through graphs or charts to gain the reader's attention. It offers better clarity on financial health and sustainability in the future.

8. Generate financial projections

You must clearly show your investors or partners the company’s future finances. It outlines your potential to repay the loans or how the company will provide promising ROIs. Add monthly or quarterly sales, expenditures, and estimated profits for at least three years.

Develop realistic projections, as these are the financial roadmap guiding significant decisions and strategies. 

9. Added information

Do you have additional information, like licenses, certifications, permits, contracts, credit history, etc., that didn’t fit elsewhere? Add it to this section.

Use it as a miscellaneous section to add relevant information driving your business growth.

Download our free business plan template here

Examples of the top-selling business plans, 1. patagonia.

Start your business plan with a strong mission statement that sets a tone at the beginning. For example, this being an environmentally friendly company, the entire plan for this brand revolves around how their clothing is eco-friendly for silent sports that don’t have engines. 

2. NALB Creative Center

This business plan covers every aspect of the venture, including summary, services, market analysis, etc. The market analysis offers insights into the breakdown of target customers, clearly communicating the potential for business growth. 

In this business plan, visuals help narrate the brand’s story. The rich usage of images aligns with the brand’s ethos of adopting an innovative approach. An addition of financial charts further helps in portraying the finances clearly. 

4. LiveShopBuy

This business plan effectively focuses on investment opportunities through strategically positioning facts. It talks about investments first to seek funding and then leads to the further details and services the company offers.

5. Lula Body

This business plan doesn’t shy away from reflecting the finances. From service charges to expected revenues, it covers every aspect precisely and presents it crisply for readers to grasp the takeaways. 

Say hello to your business buddy!

Coming up with an impactful business plan sounds challenging. But not when you have Wordtune as your assistant.

From generating fresh ideas to enhancing existing ones, there is an array of tools Wordtune offers. It helps you refine the tonality and introduce a unique style to the content. Whether the plan is to build a network through a business plan or gain collaborators, with Wordtune, you can rest assured to strike the right tone.

Building a roadmap with a business plan

The business plan is much more than just a document. A business plan can help investors and owners better understand what the future holds for the business.

A holistic business plan exhibits the vision and aspirations you aim to achieve. Thus, give thought and weightage to every word in that document. It should be detailed, realistic, and achievable. Regularly check the business plan to ensure that it stays relevant and updated with the transforming industrial trends.

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Business Plan Guidelines

Businesses and the people who manage them couldn’t last very long in their field if they simply went with the flow. Even in the best weather, the corporate world is under a turbulent current that will take you to a roller coaster ride of fluctuating sales and unpredictable market behavior. These factors, as harmless as they may seem to you, can already crush your business into a dead, parched pulp. You may also see how to create a business plan ?

• 11+ Small Business Investment Agreement Examples
• 9+ Advertising and Marketing Business Plan Examples

To keep this from happening, businesses develop a plan that will keep them rooted to the very reason why they’ve entered the market in the first place. It will serve as their blueprint to organize their team’s goals and objectives , in line with the company’s mission and vision.

Business Plan Example

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What Is a Business Plan?

Business plans, contrary to what you may have forethought, doesn’t only come in fancy stationery with the company’s logo and the signature of very important people. On the contrary, in its simplest form, a simple business plan can start as a business idea written down on a piece of scratch pad. They can be random thoughts and perceptions scribbled on an available clean surface.

These unremarkable concepts, when developed, can already be the beginning of a scheme that can revolutionize the company’s whole legacy.

Business plans state what you want to achieve, and how you general plan to achieve it. It helps you recognize the resources that are at your disposal, and their ability to help you get to the finish line you have created yourself. In other words, business plans are innately strategic. They help its owner make the best out of the meager assets that he has, to be able to make more assets for the future.

Sadly, most businessmen think that they only need a business plan for the process of starting a business, or for applying for loans. But the purpose that these proposals serve extends far wider than that. Businesses need them during the whole time that they run their business. It needs to be maintained and updated as new opportunities come to the company. Without business plans, keeping track of it all will be near impossible. You may also see business plan outline with examples .

Business plans only take the form of official documents when they need to be reproduced for the benefit of other people in the company who can make use of the idea as well, and since these forms will be considered official company records, they will have to be subjected to rules and guidelines to make them look professional. There are specific parts and elements it will have to possess before it can be considered an official business plan .

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Successful Business Plan Elements

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Guidelines in Creating a Business Plan

As aforementioned, your basic business plan will have to contain specific parts and elements to be considered official. This would mean that even if your plan was simply a product of a passing thought, you will have to elaborate on it. When successfully done, you will have in your possession a full-fledged extensive business plan ready for implementing. Here are the core elements that business plans normally include:

1. Executive Summary.

Most potential investors can only give you about 5 minutes of their time before they completely lose interest in what you have to say, and this behavior can already tell you about the importance of this specific part. Executive summaries are what your audience will read first. It is more than just an introduction, it is an encapsulation of your business plan’s main points.

Your executive summary’s main professional goal is to provide ample information that can pique your reader’s curiosity enough to make them want to continue reading the next few pages. However, it must not be too long that your reader will get bored with it. The content of your executive summary can make a huge difference in your business plan being accepted and being rejected.

An executive summary should not exceed two pages and should include the following:

• a sentence or two of explaining your endeavor,
• a brief depiction your business’s best features,
• other relevant background details that you are sure your audience would care to know,
• marketing history of the product or service you are discussing, and
• details of the nature and the proposition and ideas on where to get the funding for it.

2. Company Overview.

If the executive summary introduces the business plan, the company overview will present a short background of the company’s history, their legal structure, and ownership. It includes a summary of the problems that the company has faced, and the companies and organization it is serving. You may also see weekly plan examples .

Basically, a company overview is giving you the chance to boast about your company’s strengths. Do you have the best talents? Have you found the perfect physical locations? Did your customer feedback increase considerably? This aspect is important because the company’s identity will help the audience understand the relevance of the plan to their improvement, and their ability to implement their own plans. You may also like work plan examples .

A company overview should include the following:

• company activities,
• objectives,
• proof of readiness for the product’s market area,
• future activities or improvements,
• mission statements, and
• capital structure.

3. Products and Services.

This is where you will discuss the problem that you are trying to address with your business plan and the means that you are trying to develop to answer them. You may also have to discuss any product you are developing, or may develop in the future, and the technological and intellectual resources you will harness for their realization. You may also check out quality plan examples .

4. Target Market.  

Your audience will have to get to know the market that you are planning to sell to. This can help you convince them that your product is, indeed, marketable. Marketing campaigns and sales assessments will also not be possible without this particular element.

Also, analyzing the market to which you fall under is vital in gaining strategies for your business’s success. Every smart businessman knows the importance of feeling along with the trends of the present-day market and the programs of their competitors. You might be interested in daily plan examples .

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5. Milestones and Metrics.

You want to show people that your business plan is more than just wishful thinking, and that you have actually thought about every aspect of how to achieve it. In this section, you will lay out concrete tasks and steps, and the people who will execute them, to help you reach your target. You may also see transition plan examples .

Your milestones and metrics should include the following:

• key management positions and their primary duties;
• the individuals assigned to the positions and their prior experiences that are related to their present job;
• provide solutions to skill gaps that may be too noticeable to simply brush off;
• recognize the future management needs that may be welcome products of company growth; and
• the business’s existing structure, preferably in a diagram or a graphic presentation of some sort.

6. Management Team.

This chapter is vital for any business plan seeking for investors. (Other than that, it’s pretty much expendable.) This will include a featured telling of the bios of the people who are a part of the whole business plan (or basically the names written in the Milestones and Metrics part of the business plan ).

Essentially, it will help the readers understand why the people assigned were picked for the position. What are their qualifications and abilities that merited them the chance to be a part of the team?

Having employees with impressive backgrounds working with you can increase your business plan’s chances of being supported by investors.

7. Financial Plan.  

If you are in this field, you already know how indispensable money is to a business. This means that a careful attention must be rendered to any penny that comes in and out of your hands. A financial plan is often the reason why a business fails or lasts in the cruel market. Your business plan must have solid numbers based on your estimation of how much your business will need to grow and expand.

Your financial plan should include the following:

• your sales percentage over the past 3 years,
• your revenue,
• a comprehensible cash flow model,
• financial projections, and
• funding requirement.

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Surviving in the business world is difficult. Often, in the midst of all the competitors and high levels of expectations and tasks you are supposed to meet, you get winded and lose sight of your ultimate goal. That is, if you actually have an ultimate goal. A formal business plan will help you make sure of two things: first, that you don’t get winded by the many roles you are required to play, and even if you do get winded, a business plan helps you get right back on track.

Second, a business plan will help you design a goal—both short-termed and long-termed. This way, your business will always have a purpose than just simply surviving, and by having purpose, you can be assured that all your efforts and hard work are all directed toward something. A vision of becoming an organization that is greater than who you already are. You may also see importance of business plan .

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Develop a project timeline for a middle school science fair.

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Access our collection of user-friendly templates for business planning, finance, sales, marketing, and management, designed to assist you in developing strategies for either launching a new business venture or expanding an existing one.

You can use the templates below as a starting point to create your startup business plan or map out how you will expand your existing business. Then meet with a  SCORE mentor to get expert business planning advice and feedback on your business plan.

If writing a full business plan seems overwhelming, start with a one-page Business Model Canvas. Developed by Founder and CEO of Strategyzer, Alexander Osterwalder, it can be used to easily document your business concept.

Download this template to fill out the nine squares focusing on the different building blocks of any business:

• Value Proposition
• Customer Segments
• Customer Relationships
• Key Activities
• Key Resources
• Key Partners
• Cost Structure
• Revenue Streams

For help completing the Business Model Canvas Template, contact a SCORE business mentor for guidance

From creating a startup budget to managing cash flow for a growing business, keeping tabs on your business’s finances is essential to success. The templates below will help you monitor and manage your business’s financial situation, create financial projections and seek financing to start or grow your business.

This interactive calculator allows you to provide inputs and see a full estimated repayment schedule to plan your capital needs and cash flow.

A 12-month profit and loss projection, also known as an income statement or statement of earnings, provides a detailed overview of your financial performance over a one-year period. This projection helps you anticipate future financial outcomes by estimating monthly income and expenses, which facilitates informed decision-making and strategic planning. 

If you’re trying to get a loan from a bank, they may ask you for a personal financial statement. You can use this free, downloadable template to document your assets, liabilities and net worth. 

A Personal Financial Statement is a

Marketing helps your business build brand awareness, attract customers and create customer loyalty. Use these templates to forecast sales, develop your marketing strategy and map out your marketing budget and plan.

How healthy is your business? Are you missing out on potential growth opportunities or ignoring areas of weakness? Do you need to hire employees to reach your goals? The following templates will help you assess the state of your business and accomplish important management tasks.

Whether you are starting your business or established and looking to grow, our Business Healthcheck Tool will provide practical information and guidance.

Learn how having a SCORE mentor can be a valuable asset for your business. A SCORE mentor can provide guidance and support in various areas of business, including finance, marketing, and strategy. They can help you navigate challenges and make important decisions based on their expertise and experience. By seeking out a SCORE mentor, you can gain the guidance and support you need to help grow your business and achieve success.

SCORE offers free business mentoring to anyone that wants to start, currently owns, or is planning to close or sell a small business. To initiate the process, input your zip code in the designated area below. Then, complete the mentoring request form on the following page, including as much information as possible about your business. This information is used to match you with a mentor in your area. After submitting the request, you will receive an email from your mentor to arrange your first mentoring session.

Copyright © 2024 SCORE Association, SCORE.org

Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.

More From Forbes

Simple guide to creating a compelling mission and vision statement.

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Handwriting text What's Your Mission Question with chalk marker on blackboard. Business Concept.

Any business with goals needs a destination—the ultimate place where the business owner can see that their efforts and dreams come true And they are fulfilling the promise they made when they started the business.

The mission and vision statements are clear statements of purpose, value, and facts that explain what a company provides to its market and why. They also outline what the company will look like when it has reached its goals.

In this guide, I will roadmap how to create a compelling mission and vision statement that you can build systems and processes around and get buy-in from employees, customers, and investors.

Phase One: Blueprinting The Mission And Vision

First, Let's define a basic framework of a mission and vision.

Mission Statement: Describe your business' current purpose

Vision Statement: This represents your business' desired future and what you look like when you are ultimately successful.

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There are four questions you must answer to build out your mission and vision:

1) What core values drive your business? It would be best to reflect on your business's foundation and why you started it. What drives you to do what you do every day, and what makes you the best at what you do?

2) Who are your key stakeholders? Consider who the business intends to serve and who is interested in your services or product. What makes their lives better by having you in it?

3) What change do you want to bring about through your business? You may not think of your business as a game changer in society, but the root definition of a business is an enterprise that generates profit for members of society. How will your business impact the larger society?

4) Where do you see your business in 5, 10, or 15 years? Map out the long-term trajectory of your business and ultimate aspirations. How much revenue will you generate? How many customers do you need to serve to reach that revenue?

Once you have compiled your thoughts on the above road mapping questions, you need to create a simple and straightforward statement that includes elements of each question. Your statement should be a sentence at maximum.

Avoid generic terms like best, quality, service, or leading unless they qualify for a specific context. Words like cutting-edge, industry-leading, or world-class can only be accurate if you are in one of these categories.

Phase Two: Optimizing And Fine-Tuning Your Mission Statement

In phase two, you have to test what you came up with in phase one. You can do this by eliciting feedback loops from employees and customers to ensure that your mission and vision statements are clearly understood.

Develop a feedback form from Survey Monkey or Google Forms to send to your target market so they can give unfiltered advice without you being present. Creating the feedback loop will allow them to offer advice without the pressure of having you present.

Once you have gathered feedback from your target market, create a brainstorming session. Based on the collected information, you will further iterate.

Ensure you review your mission and vision statement annually with your employees so you can help them understand the why behind their jobs.

Phase Three: Implementing and Living Your Mission And Vision

It's time to implement your mission and vision statements in the company culture. Your mission and vision are the backbone of every decision you make for the company moving forward, as well as how you will assess the performance of your team members.

There are five ways you can implement the mission and vision into your business successfully:

1) Regular discussions: Host monthly or quarterly meetings focusing on aligning your teams' activities with your mission and vision

2) Onboarding process: New employees should receive a handbook or guide showing the company's culture and what it means to contribute and be part of it.

3) Reward system: Implement a rewards-based system where employees who exemplify the mission and vision the best are rewarded

4) Storytelling: Create stories and have a wall of fame where employees who go above and beyond are recognized for their efforts for all to see

5) Feedback mechanism: Create an open source to receive feedback regularly from employees and customers to monitor how the delivery of your mission and vision is throughout the company and the marketplace

Having a solid mission and vision in place means more than crafting a well-written sentence about who you are. The mission and vision are all-encompassing; they are your raison d'être.

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IR-2024-71, March 14, 2024

WASHINGTON ― With the April 15 filing deadline approaching, the Internal Revenue Service encourages taxpayers who may find it difficult to gather the necessary documents they need to file or pay the taxes they owe to consider several options offered on IRS.gov to avoid late filing and interest penalties.

This is the last in a four-part series called the Tax Time Guide , a resource to help taxpayers file an accurate tax return. As taxpayers approach the April 15 deadline, those who owe taxes can benefit from knowing their options.

Eligible individuals and families who earned $79,000 or less in 2023 can use IRS Free File on IRS.gov, to electronically file their taxes. But all taxpayers, regardless of income, who need more time to file a return can use IRS Free File as an easy and quick way to electronically file for a six-month extension before April 15, 2024. An extension will help to avoid penalties and interest for failing to file on time , and gives taxpayers until Oct. 15, 2024, to file. However, they still must pay what they owe by the April 15 deadline.

Except for eligible victims of recent natural disasters who have until Oct. 15 to make tax payments, taxpayers who can’t pay the full amount of taxes they owe by April 15 should file and pay what they can to reduce total penalties and interest.

There are multiple ways to make electronic payments and there are options for a payment plan or an agreement with the IRS.

IRS Online Account

An IRS Online Account provides taxpayers access to important information when preparing to file a tax return, pay a balance or follow up on notices. Taxpayers can view their information online including:

• Adjusted Gross Income.
• Payment history and any scheduled or pending payments.
• Payment plan details.
• Digital copies of select notices from the IRS.

Taxpayers can also use their Online Account to securely make a same-day payment for an outstanding 2023 tax balance, pay quarterly estimated taxes for the 2024 tax season or request an extension to file a 2023 return.

Interest and a late payment penalty will apply to any payments made after April 15. Making a payment, even a partial payment, will help limit penalty and interest charges.

Other electronic options

Direct Pay, available at IRS.gov, is the fastest, easiest way to make a one-time payment without signing into an IRS Online Account.

• Direct Pay : Direct Pay is free and allows taxpayers to securely pay their taxes directly from their checking or savings account without any fees or registration. Taxpayers can schedule payments up to 365 days in advance. After submitting a payment through Direct Pay, taxpayers will receive immediate confirmation.  
• IRS2Go mobile app : IRS2Go is the official mobile app of the IRS. Taxpayers can check their refund status, make a payment, find free tax preparation assistance, sign up for helpful tax tips and more. IRS2Go is available in both English and Spanish.  
• Electronic Funds Withdrawal (EFW) : This option allows taxpayers to file and pay electronically from their bank account when using tax preparation software or a tax professional. This option is free and only available when electronically filing a tax return.  
• Electronic Federal Tax Payment System : This free service gives taxpayers a safe, convenient way to pay individual and business taxes by phone or online. To enroll and for more information, taxpayers can call 800-555-4477 or visit eftps.gov .  
• Debit or credit card and digital wallet : Individuals can pay online, by phone or with a mobile device through any of the authorized payment processors. Processors do charge a fee to use these services. The IRS doesn’t receive any fees for these payments. Authorized card processors and phone numbers are available at IRS.gov/payments .

Other payment options

• Cash: For taxpayers who prefer to pay in cash, the IRS offers a way to pay taxes at one of its many retail partners. The IRS urges taxpayers choosing this option to start early because it involves a four-step process. Details, including answers to frequently asked questions, are at IRS.gov/paywithcash .
• “2023 Form 1040”.
• Daytime phone number.
• Social Security number.

Help for taxpayers who cannot pay in full

The IRS encourages taxpayers who cannot pay in full to pay what they can and consider a variety of payment options available for the remaining balance including getting a loan to pay the amount due. In many cases, loan costs may be lower than the combination of interest and penalties that the IRS must charge under federal law. Taxpayers should act as quickly as possible and are urged not to wait to respond to a notice: Tax bills accumulate more interest and fees the longer they remain unpaid. For all payment options, visit IRS.gov/payments .

Online self-service payment plans

Most individual taxpayers qualify for a payment plan and can use Online Payment Agreement to set up a payment plan (including an installment agreement) to pay off an outstanding balance over time.

Once the online application is complete, the taxpayer receives immediate notification of whether their payment plan has been approved. Taxpayers can setup a plan using the Online Payment Agreement in a matter of minutes. There’s no paperwork and no need to call, write or visit the IRS. Setup fees may apply for some types of plans.

Online payment plan options for individual taxpayers include:

• Short-term payment plan – The total balance owed is less than $100,000 in combined tax, penalties and interest. Additional time of up to 180 days to pay the balance in full.
• Long-term payment plan (installment agreement) – The total balance owed is less than $50,000 in combined tax, penalties and interest. Pay in monthly payments for up to 72 months. Payments may be set up using direct debit (automatic bank withdraw) which eliminates the need to send in a payment each month, saving postage costs and reducing the chance of default. For balances between $25,000 and $50,000, direct debit is required.

Qualified taxpayers with existing payment plans may be able to use the Online Payment Agreement to make changes including revising payment dates, payment amounts or bank information for payments made by direct debit. Go to Online Payment Agreement for more information.

Though interest and late-payment penalties continue to accrue on any unpaid taxes after April 15, the failure to pay tax penalty rate is cut in half while an installment agreement is in effect. Find more information about the costs of payment plans on the IRS’ Additional Information on Payment Plans webpage.

Taxpayers struggling to meet their tax obligation may also consider these additional payment options:

• Offer in Compromise – Certain taxpayers qualify to settle their tax liabilities for less than the total amount they owe by submitting an Offer in Compromise. To help determine their eligibility, they can use the Offer in Compromise Pre-Qualifier tool .
• Temporary delay of collection – Taxpayers can contact the IRS to request a temporary delay of the collection process. If the IRS determines a taxpayer is unable to pay, it may delay collection until the taxpayer’s financial condition improves. Penalties and interest continue to accrue until the full amount is paid.
• Other payment plan options – Taxpayers who do not qualify for online self-service should contact the IRS using the phone number or address on their most recent notice for other payment plan options. For individuals and out-of-business sole proprietors who are already working with IRS Campus Collection and who owe $250,000 or less, one available option is to propose a monthly payment that will pay the balance over the length of the Collection Statute (usually 10 years). These payment plans don’t require a financial statement, but they do require a determination for the filing of a Notice of Federal Tax Lien.

For more information about payments, see Topic No. 202, Tax Payment Options , on IRS.gov.

Taxpayer rights

The IRS reminds taxpayers that they have rights and protections throughout the collection process. For details, see Taxpayer Bill of Rights and Publication 1, Your Rights as a Taxpayer PDF .

Taxpayers should know before they owe. The IRS encourages all taxpayers to check their withholdings with the IRS Tax Withholding Estimator .

This information is part of a series called the Tax Time Guide , a resource to help taxpayers file an accurate tax return. Additional help is available in Publication 17, Your Federal Income Tax .

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4 things you may not know about 529 plans

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How to spend from a 529 college plan

Key takeaways

• Withdrawals from 529 plans are not taxed at the federal level—as long as you understand and follow all the rules for qualifying expenses. You'll have to report your 529 plan spending to the IRS, so keeping careful records is important.
• Decide ahead of time how you'll withdraw the funds and use them.
• You'll also want to plan ahead for any tax credits you may qualify for, which could help you decide how much you need to take from your 529 account.
• 529 savings plans aren't just for college. You can spend up to $10,000 from a 529 plan on tuition expenses for elementary, middle, or high school. 1

Year after year, you and your child have been saving for college through a 529 savings account. Now college is closer and it's time to think about spending the money you've put aside. You’ll be in control of how much is withdrawn and how it'll be used, but there are a few things you need to know up front to make the most of your savings.

First a reminder about federal gift tax limits: In 2024, you can save up to $18,000 per parent in a 529 account, or $36,000 per couple. Grandparents can also contribute up to $36,000 per beneficiary per year. Contributing more than $18,000 per beneficiary would need to be reported to the IRS as a gift. However, with "accelerated gifting," 2 a 529 account can be funded with contributions of $90,000 per person or $180,000 per couple—which uses up your federal gift-tax exclusion for 5 years.

What can you use this money for? Which expenses trigger taxes and penalties? If you do things right, no penalties or federal income tax—and, in many states, no state income tax—will be due on your withdrawals. But learning by trial and error can be costly at tax time, and more importantly, your child could lose out on financial aid if you're not careful. So learn the ins and outs ahead of time.

Here's a 9-step guide to help you make your 529 savings go as far as possible.

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1. Plan for federal-income-tax-free withdrawals

Qualified withdrawals are federal income tax-free so long as the total withdrawals for the year don't exceed your child's adjusted qualified higher education expenses (QHEEs), discussed in #3 below.

To calculate these, add up tuition and fees, room and board, books and supplies, any school-related special services, and computer costs, and then deduct any costs already covered by tax-free educational assistance. Examples include Pell grants, tax-free scholarships and fellowships, tuition discounts, the Veteran's Educational Assistance Program , and tax-free employer educational assistance programs.

But you're not done yet. You'll also need to deduct costs used to claim an American Opportunity Tax Credit or Lifetime Learning Credit . The basic rule: You can't double up tax benefits for the same college expenses, discussed in #5.

2. Know which expenses qualify

When you pay qualified education expenses from a 529 account, your withdrawals are federal-income-tax- and penalty-free. As of 2019, qualified expenses include tuition expenses for elementary, middle, and high schools (private, public, or religious). Although the money may come from multiple 529 accounts, only $10,000 total can be spent each year per beneficiary on elementary, middle, or high school tuition.

Money saved in a 529 plan can also be used to pay qualified expenses associated with college or other postsecondary training institutions. Eligible schools include any college, university, vocational school, or other postsecondary educational institution eligible to participate in a student aid program administered by the US Department of Education.

While funds from a 529 account can be used to pay for expenses required for college, not all expenses qualify. Tuition and fees are considered required expenses and are allowed, but when it comes to room and board, the costs can't exceed the greater of the following 2 amounts:

• The allowance for room and board included in the school’s cost of attendance for federal financial aid calculations
• The actual amount charged if the student is living in housing operated by the educational institution

In other words, if your child is planning to live off campus in housing not owned or operated by the college, you can't claim expenses in excess of the school's estimates for room and board for attendance there. So it's important to confirm room and board costs with the school's financial aid office in advance so you know what to expect. Also, keep in mind that in order for room and board to qualify, your child must be enrolled half time or more.

Textbooks count as an education expense, but only those included on the required reading for the course.

Computers and related equipment and services are considered qualified expenses if they are used primarily by the beneficiary during any of the years that the beneficiary is enrolled at an eligible educational institution. Computer software for sports, games, or hobbies would be excluded unless the software is predominantly educational in nature.

It's important to make sure that items purchased are qualified expenses and to keep receipts of purchase. Be careful to avoid expenses that don't qualify—for example, equipment used primarily for amusement or entertainment doesn’t qualify. These and other lifestyle expenses, like insurance, sports expenses, health club dues, and travel and transportation costs, will have to be funded through other resources. If you're not sure whether a plan covers a particular college expense, the college's financial aid office should be able to help.

Check with the school to find out exactly what's required so you can avoid accidentally taking a nonqualified distribution. If you withdraw money for anything that doesn’t meet the qualified expense criteria, any part of the distribution that is made up of earnings on contributions will be taxed as ordinary income and could incur a 10% federal penalty. However, the penalty may be waived if there are extenuating circumstances, such as the disability or death of the beneficiary, or if the beneficiary receives a scholarship, or attends a US military academy.

If a distribution from a 529 plan is later refunded by an eligible educational institution, a recontribution can be made to the 529 plan. The recontribution must be made no more than 60 days after the date of the refund. The recontributed amount cannot exceed the amount of the refund.

3. Keep good records

Your 529 savings plan administrator will, in most cases, provide an annual statement that reports your contributions and earnings, including the amount you withdrew from the plan. But it's you, not your program provider, who is responsible for accurately reporting to the IRS. If your withdrawals are equal to or less than your qualified higher education expenses (QHEEs), then your withdrawals including all your earnings are tax-free. If your withdrawals are higher than your QHEE, then taxes, and potentially a penalty, will be due on earnings that exceed your qualified expenses. For many people, keeping track is easy because large tuition bills use up most of their 529 savings. But if you are using your 529 plan for room and board expenses, it's smart to keep those receipts.

4. Decide how to withdraw the funds

It's important that withdrawals you take from your 529 savings account match the payment of qualifying expenses in the same tax year. Like some families, you may choose to pay the school directly from your 529 account for ease in recordkeeping and matching distributions to school expenses. In this situation, make sure you are aware of school payment deadlines and the time required to transfer funds from the 529 account to the school. It can take several days for investments to be sold out of your 529 account and mailed to the school and then a week or so for the payment to make it through the mail and then processed by the school.

Or you may choose to move money from your 529 account to your bank or brokerage account. Many colleges prefer payments to be made electronically through their website from a bank or brokerage account. You can choose to pay bills first and then reimburse yourself from the 529 account, or you can pull money from the 529 account and then use it to pay bills from your bank or brokerage account. This path also provides flexibility when paying smaller bills like those for books or off-campus room and board.

Keep in mind that you must submit your request for the cash within the same calendar year—not the same academic year—as you make the payment. If the timing is off, you risk owing tax because it's considered a nonqualified withdrawal.

If you're enrolled in a plan through a financial professional, contact them when you're ready to withdraw funds. If you have a direct 529 plan, contact the plan administrator for withdrawals. Remember to build in time for processing.

Another withdrawal option: You could have the money distributed from the 529 account to your child. If some of the money is used for nonqualified expenses, such as buying a car, there may be reportable earnings—which will go on your child's tax return. Any earnings are taxed at your child's lower tax bracket—unless the so-called "kiddie tax" applies. The kiddie tax requires certain children as old as 23 to pay tax on unearned income at their parents' marginal tax rate. Check with your tax professional to see if this applies.

Another reason to have the distribution sent to your child is that it may be possible to wipe out any resulting tax with an American Opportunity Tax Credit or Lifetime Learning Credit, as explained below. Because of income limitations, you may not be eligible to claim these credits on your own return. Remember though, if the payments are used for a qualified higher education expense, no federal taxes are owed.

Ask your plan provider for instructions if you are interested in distributing money directly to the beneficiary.

5. Plan ahead—529 account funds may conflict with other tax incentives

The federal government offers additional tax incentives to help ease the burden of some college expenses, but unfortunately, you won't be able to use a 529 account to cover those same expenses. If you do, the IRS will consider it double dipping, so you'll want to factor in whether you'll be claiming this tax credit when deciding how much to withdraw from your 529 account. These tax credits may also affect your child’s eligibility for financial aid.

Below are the 2 most common tax credits. Remember, a credit goes directly against your tax liability, which is different from a deduction. Only one credit can be claimed for a student each year.

• American Opportunity Tax Credit allows families of undergraduates to deduct the first $2,000 spent on qualified education expenses and 25% of the next $2,000. To qualify for the full credit in 2024, single parents must have a modified adjusted gross income of less than $90,000, or less than $180,000 if married and filing jointly. The total credit cannot exceed $2,500 per tax year and the credit can be claimed for only 4 years.
• Lifetime Learning Credit provides up to a $2,000 tax credit on the first $10,000 of college expenses so long as your modified adjusted gross income is less than $90,000 in 2024 for a single filer, or less than $180,000 if married and filing jointly. There is no limit to the number of years this credit can be claimed.

6. Prioritize which 529 accounts to spend from first

If your child has more than one 529 savings account, such as an additional account through a grandparent, knowing which account to use first or how to take advantage of them concurrently could help. Don't leave decisions to the last minute—instead, sit down with all plan owners and decide on a withdrawal strategy ahead of time to make sure the qualifying college costs are divvied up in the most beneficial way.

Also, if financial aid is in the picture, a distribution from a grandparent-owned 529 account may be considered income to the child on a future financial aid application, which could significantly affect aid. To avoid any problems, grandparents can take distributions from 529s as early as the spring of the student's sophomore year—right after the last tax year on the student's last undergraduate Free Application for Federal Student Aid (FAFSA), assuming the student finishes college within 4 years. Wait until the following spring to employ this strategy if it looks like your child will take 5 years to graduate.

7. Money left over in your 529 plan? Make a smart move

With careful planning, you can avoid having money left over in your 529 account once your child graduates. But if funds remain, there are several options available. You can let the money sit in the account in anticipation of your child continuing on to graduate school or another post-secondary institution. If so, you'll want to rethink your investment strategy depending on how soon the funds will be needed so you can take full advantage of the potential for growth over time.

You also have the ability to change beneficiaries without incurring tax consequences. Here are 2 different options for maintaining your tax advantage and avoiding any penalty:

• Change the designated beneficiary to another member of the original beneficiary's family. ( IRS Publication 970 has a lengthy list detailing which relatives count as family in this case.) This can be done for any reason, but is an option particularly if your child receives a scholarship or decides not to attend college.
• Roll over funds from the 529 account to the 529 plan of one of your other children without penalty. This is a good option if there are funds left over after graduation.

Regardless of which option you choose, you may want to rethink your investment strategy, depending on how soon the funds will be needed.

Also, each state has different restrictions on 529 accounts, so check with your financial professional or ask your plan provider for the specific requirements of your plan.

Note, too, that The SECURE 2.0 Act allows, with restrictions, leftover 529 funds to be rolled over into a Roth IRA 3 . Please consult a financial or tax professional regarding your specific circumstances before making any investment decision.

What if the beneficiary gets a scholarship? You'll be happy to learn that there is a scholarship exception to the 10% penalty. You can take a nonqualified withdrawal from a 529 account up to the amount of a scholarship; although you will pay taxes on the earnings, you won't pay the additional 10% penalty that's imposed on a nonqualified withdrawal. Remember to ask for a scholarship receipt for your tax records.

8. Consider how college savings affect student aid and loans

If you'll count on financial aid to supplement your college savings, you'll want to do what you can to improve your eligibility. While individual colleges may treat assets held in a 529 plan differently, in general these assets have a relatively small effect on federal financial aid eligibility. Because 529 plan assets are considered assets of the parent, they tend to have a small effect when the government calculates your financial aid eligibility, whereas accounts that are considered assets of the child, such as an UGMA or UTMA account, tend to have a greater effect on federal financial aid eligibility. (This does not affect 529 accounts that are owned by a grandparent.) For more information, read about financial aid planning on Fidelity.com.

If you're thinking of taking out loans that start incurring interest immediately, you may want to spend 529 funds first, deferring these loans until later. Another situation that would call for using 529 plan funds first would be if there's a chance your child may graduate earlier or receive some other funding down the road, such as a scholarship.

9. Safeguard your plan assets

At some point, you'll actually need to start spending the money you've set aside. You will need to think about preserving gains you may have made so that funds will be there when they're needed. If your plan relies on an age-based investment strategy, this process is already in place and your asset mix has slowly evolved toward more conservative investments like money market funds and short-term bonds.

Now's the time to sit down with all the contributing family members and your child and create a withdrawal plan that's ready to set in motion. It's a smart idea to spend from the plan in established increments, and withdraw wisely from your college savings plans, so you can reap the tax advantages and avoid mistakes along the way.

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Oh, hello again, thanks for subscribing to looking for more ideas and insights you might like these too:, looking for more ideas and insights you might like these too:, fidelity viewpoints ® timely news and insights from our pros on markets, investing, and personal finance. (debug tcm:2 ... decode crypto clarity on crypto every month. build your knowledge with education for all levels. fidelity smart money ℠ what the news means for your money, plus tips to help you spend, save, and invest. active investor our most advanced investment insights, strategies, and tools. insights from fidelity wealth management ℠ timely news, events, and wealth strategies from top fidelity thought leaders. women talk money real talk and helpful tips about money, investing, and careers. educational webinars and events free financial education from fidelity and other leading industry professionals. fidelity viewpoints ® timely news and insights from our pros on markets, investing, and personal finance. (debug tcm:2 ... decode crypto clarity on crypto every month. build your knowledge with education for all levels. fidelity smart money ℠ what the news means for your money, plus tips to help you spend, save, and invest. active investor our most advanced investment insights, strategies, and tools. insights from fidelity wealth management ℠ timely news, events, and wealth strategies from top fidelity thought leaders. women talk money real talk and helpful tips about money, investing, and careers. educational webinars and events free financial education from fidelity and other leading industry professionals. done add subscriptions no, thanks. planning for college saving and budgeting managing taxes fidelity does not provide legal or tax advice. the information herein is general and educational in nature and should not be considered legal or tax advice. tax laws and regulations are complex and are subject to change, which can materially affect investment results. fidelity cannot guarantee that the information herein is accurate, complete, or timely. fidelity makes no warranties with regard to such information or results obtained by its use, and disclaims any liability arising out of your use of, or any tax position taken in reliance on, such information. consult an attorney or tax professional regarding your specific situation. 1. ​529 participants may take up to $10,000 in distributions tax free per beneficiary for tuition expenses incurred with the enrollment or attendance of the designated beneficiary at a public, private, religious elementary or secondary school, certain apprenticeship costs, or student loan repayments per taxable year. the money may come from multiple 529 accounts; however, the $10,000 amount will be aggregated on a per beneficiary basis. any distributions in excess of $10,000 per beneficiary may be subject to income taxes and a federal penalty tax. 2. accelerated gifting, or an accelerated transfer, to a 529 plan (for a given beneficiary) of $85,000 (or $170,000 combined for spouses who gift split) will not result in federal transfer tax or use of any portion of the applicable federal transfer tax exemption and/or credit amounts if no further annual exclusion gifts and/or generation-skipping transfers to the same beneficiary are made over the 5-year period and if the transfer is reported as a series of 5 equal annual transfers on form 709, united states gift (and generation-skipping transfer) tax return. if the donor dies within the 5-year period, a portion of the transferred amount will be included in the donor's estate for estate tax purposes. 3. beginning january 2024, the secure 2.0 act of 2022 (the "act") provides that you may transfer assets from your 529 account to a roth ira established for the designated beneficiary of a 529 account under the following conditions: (i) the 529 account must be maintained for the designated beneficiary for at least 15 years, (ii) the transfer amount must come from contributions made to the 529 account at least five years prior to the 529-to-roth ira transfer date, (iii) the roth ira must be established in the name of the designated beneficiary of the 529 account, (iv) the amount transferred to a roth ira is limited to the annual roth ira contribution limit, and (v) the aggregate amount transferred from a 529 account to a roth ira may not exceed $35,000 per individual. it is your responsibility to maintain adequate records and documentation on your accounts to ensure you comply with the 529-to-roth ira transfer requirements set forth in the internal revenue code. the internal revenue service (“irs”) has not issued guidance on the 529-to-roth ira transfer provision in the act but is anticipated to do so in the future. based on forthcoming guidance, it may be necessary to change or modify some 529-to-roth ira transfer requirements. please consult a financial or tax professional regarding your specific circumstances before making any investment decision. fidelity brokerage services llc, member nyse, sipc , 900 salem street, smithfield, ri 02917 698434.11.0 mutual funds etfs fixed income bonds cds options active trader pro investor centers stocks online trading annuities life insurance & long term care small business retirement plans 529 plans iras retirement products retirement planning charitable giving fidsafe , (opens in a new window) finra's brokercheck , (opens in a new window) health savings account stay connected.

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Step-by-Step Guide to Designing an ICHRA Plan for Employers

Embarking on the journey to design an ICHRA plan marks a forward-thinking shift in employer-provided health benefits. This guide demystifies the Individual Coverage Health Reimbursement Arrangement (ICHRA), a flexible alternative to traditional health insurance that puts choice back in the hands of employees while controlling costs for employers. As we navigate through each step of setting up an ICHRA, you'll uncover the strategic approach to offering personalized health benefits without compromising on coverage or cost-effectiveness.

Understanding ICHRA: The Basics

Dive into the heart of ICHRA, a game-changer in employee health benefits, designed to offer unparalleled flexibility and choice.

What is ICHRA?

ICHRA stands for Individual Coverage Health Reimbursement Arrangement, a customizable health benefit that empowers employers to reimburse employees for their health insurance premiums and medical expenses tax-free. This model promotes individual choice, allowing employees to select the insurance coverage that best suits their needs.

Benefits of Offering an ICHRA Plan

Embracing ICHRA comes with a spectrum of advantages: it aligns with diverse employee needs by offering personalized insurance choices, provides cost control for businesses, and fosters a culture of health and wellness. It stands as a competitive edge in talent acquisition and retention, showcasing your commitment to employee well-being and satisfaction.

Have questions? You'll find the answer here in our ICHRA FAQs.

Step 1: Determining Employee Eligibility and Company Requirements

Initiating your ICHRA design starts with understanding who can participate and what your organization aims to achieve with this health benefit.

Defining Eligible Employees

Eligibility for an ICHRA plan can vary based on the criteria set by the employer, often including factors like employment status (full-time, part-time, seasonal), geographic location, or job classification. It’s vital to clearly define these parameters upfront to ensure fairness and compliance with regulations.

Assessing Company Health Benefits Goals

Before diving into the intricacies of ICHRA, take a step back to evaluate your company's objectives for offering health benefits. Are you looking to control costs, provide more flexible benefits, or perhaps improve employee retention and satisfaction? Understanding these goals will guide the customization of your ICHRA plan to align with your business strategy and workforce needs, ensuring it serves as a valuable asset rather than just another perk.

Wondering how you could design your HRA?

Step 2: setting budget and reimbursement rates.

Crafting an effective ICHRA plan hinges on a delicate balance between financial sustainability for the company and adequate support for employees' health needs.

Establishing Budget Constraints

Identify your financial parameters for the ICHRA by determining the total budget available for health reimbursements. This process involves analyzing your company's financial health and projecting future costs to ensure that the ICHRA plan remains viable and sustainable over the long term. Setting clear budget constraints upfront helps manage expectations and forms the foundation for creating fair and transparent reimbursement structures.

Creating Reimbursement Structures

With your budget in mind, design reimbursement structures that reflect the diverse needs of your workforce while staying within financial boundaries. This involves deciding on reimbursement limits for different categories of expenses, such as premiums, deductibles, and out-of-pocket costs. 

Consider offering tiered reimbursement rates based on employee roles, family status, or other defined criteria to customize the plan to the unique demographics of your employees. 

Establishing these structures with clarity and fairness is key to ensuring that the ICHRA plan is both attractive to employees and aligned with the company's financial goals.

Step 3: Designing Plan Details

Fine-tuning your ICHRA involves selecting which expenses will be covered and establishing the plan's boundaries to ensure it meets both employer and employee needs effectively.

Choosing Allowable Expenses

Deciding on the range of allowable expenses is a critical step in customizing your ICHRA plan. This can include a wide array of health-related costs, from insurance premiums and deductibles to pharmacy expenses, doctor visits, and even wellness programs. The flexibility to choose what's covered allows you to tailor the plan to support your employees' health priorities while aligning with the company’s budgetary constraints and health benefits goals.

Setting Plan Limits and Restrictions

Defining your ICHRA rules , clear limits and restrictions, is essential for maintaining the plan's balance between generosity and sustainability. This includes setting caps on reimbursement amounts for different types of expenses and possibly defining specific exclusions based on the nature of the expense or the insurance plan chosen. It’s important to communicate these details transparently to avoid confusion and ensure employees understand the value and scope of their benefits. 

Establishing these parameters thoughtfully will help foster a supportive environment that prioritizes the well-being of your workforce within a framework that respects the company's financial health.

Step 4: Legal Compliance and Documentation

Ensuring your ICHRA plan aligns with legal standards and is thoroughly documented is crucial for its success and sustainability.

Understanding Regulatory Requirements

Navigating the complex landscape of health benefits regulation is fundamental in designing an ICHRA plan. Familiarize yourself with the pertinent laws and regulations, such as the Affordable Care Act (ACA), Internal Revenue Service (IRS) guidelines, and Employee Retirement Income Security Act (ERISA) standards. Compliance with these regulations not only protects your company from potential legal challenges but also ensures that the plan is robust and beneficial for employees.

Drafting Plan Documents

Creating comprehensive plan documents is the next pivotal step. These documents should clearly outline the plan's terms, including eligibility, benefits, limitations, and the process for filing claims. They should also detail the rights and responsibilities of both the employer and the employees. 

Having these documents meticulously drafted and easily accessible is key to maintaining transparency, preventing misunderstandings, and facilitating smooth plan administration. Ensuring that your ICHRA documentation is both compliant and clear can significantly enhance the plan's effectiveness and the overall satisfaction of your employees.

Step 5: Communicating with Employees

Effective communication is the linchpin of a successful ICHRA plan, ensuring employees understand and appreciate the value of their new health benefits.

Educating Employees on ICHRA Benefits

Begin with a comprehensive education campaign to explain the ICHRA concept , its benefits, and how it differs from traditional health insurance plans. Use various channels—meetings, emails, brochures, and webinars—to reach everyone. Highlight the flexibility and choice ICHRA offers, emphasizing the personalization of health coverage. Ensure that employees understand the tax advantages and the broad spectrum of covered expenses, making this new approach as transparent and appealing as possible.

Enrollment Process and Deadlines

Detailing the enrollment process clearly is crucial for a smooth transition. Provide step-by-step instructions on how employees can choose their individual health insurance plans and how to request reimbursement through the ICHRA. Set clear deadlines for enrollment and document submission, and offer support through HR representatives or dedicated support lines for questions and troubleshooting. Keeping the process straightforward and providing ample support will help employees feel confident and supported as they navigate their new health benefits options.

Step 6: Implementation and Administration

The final step in your ICHRA journey involves putting the plan into action and ensuring it runs smoothly for both the company and its employees.

Partnering with an HRA Administrator

For many companies, the complexity of managing an ICHRA plan efficiently calls for partnering with a specialized HRA administrator. HRA administrators, like Take Command, bring expertise in legal compliance, financial management, and healthcare administration, making the ICHRA design process seamless for employers. They can handle everything from enrollment to reimbursement processing, freeing you to focus on your core business activities while ensuring your ICHRA plan is managed professionally and efficiently.

Ongoing Management and Employee Support

After your ICHRA plan is up and running, you’ll need ongoing management and continuous support for your employees. This involves regular monitoring of the plan’s performance, updating it in response to regulatory changes or shifts in company objectives, and addressing any concerns or questions employees may have. 

Ensuring there is a clear line of communication for employees to seek assistance and provide feedback is crucial for maintaining engagement and satisfaction with the plan. Remember, the success of an ICHRA plan is measured not just by its launch, but by its sustained effectiveness and the value it brings to your employees' lives.

Your Partner in ICHRA Design

Designing an ICHRA plan is a strategic move towards flexible, employee-centered health benefits. 

For those seeking to navigate this journey with expertise and ease, Take Command offers the guidance and tools needed to complete your ICHRA design that aligns with both employer objectives and employee needs. 

Contact Take Command to transform your approach to employee health benefits and take the first step towards a more adaptable, supportive workplace.

Let's talk through your HRA questions

Susanne is a copywriter specializing in the health and wellness industry. Before starting her own business, she spent nearly a decade at a marketing agency doing all of the things – advisor, copywriter, SEO strategist, social media specialist, and project manager. That experience gives her a unique understanding of how the consumer-focused content she writes flows into each marketing piece. Susanne lives in Oklahoma City with her husband and two daughters. She loves being outdoors, exercising and reading.

We’re on a mission to create a consumer-centric healthcare system.

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Produced by Aaron Esposito and Jack D’Isidoro

Edited by John Woo

Original music by Aaron Esposito

Engineered by Daniel Farrell and Andrea Vancura

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In October 2022, amid a flurry of media appearances promoting their film “Tàr,” the director Todd Field and the star Cate Blanchett made time to visit a cramped closet in Manhattan. This closet, which has become a sacred space for movie buffs, was once a disused bathroom at the headquarters of the Criterion Collection, a 40-year-old company dedicated to “gathering the greatest films from around the world” and making high-quality editions available to the public on DVD and Blu-ray and, more recently, through its streaming service, the Criterion Channel. Today Criterion uses the closet as its stockroom, housing films by some 600 directors from more than 50 countries — a catalog so synonymous with cinematic achievement that it has come to function as a kind of film Hall of Fame. Through a combination of luck, obsession and good taste, this 55-person company has become the arbiter of what makes a great movie, more so than any Hollywood studio or awards ceremony.

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Additional production for The Sunday Read was contributed by Isabella Anderson, Anna Diamond, Sarah Diamond, Elena Hecht, Emma Kehlbeck, Tanya Pérez and Krish Seenivasan.

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