How to write a business plan' focussing on startups/SME's

DocPro Legal
Last Updated:

10 Nov 2023

Published On:

8 May 2023

min read

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Starting a new business venture can be an exciting, albeit daunting, journey. As a business owner, one of the most crucial steps to setting your startup on the path to success is creating a well-structured business plan.  A business plan is more than just a formal statement of your business goals—it serves as a roadmap guiding your business towards growth and profitability.

I. What is a Business Plan?

A business plan is a detailed document that outlines your business's future objectives and the strategies for achieving them. It encapsulates everything about your business—from defining your product or service, identifying your target market, to laying out your marketing strategy and financial predictions. A well-crafted business plan is both a strategic tool for the founder and a communication tool for potential investors, clients and various stakeholders.

II. Types of Business Plan

While the specific structure and content of a business plan can vary depending on the industry and purpose, here are some common types or categories of business plans:


1. Startup Business Plan:

This type of plan is created for new businesses or ventures, which typically includes details about the business concept, market analysis, product or service description, marketing and sales strategies, organizational structure, and financial projections.

2. Investor Pitch Deck:

This type of plan is a document or presentation specifically created to attract potential investors and secure funding for a business. It is a concise and visually appealing summary of the key aspects of the business, highlighting its value proposition, market opportunity, competitive advantage, and financial projections.

3. Joint Venture Business Plan:

This type of plan provides a checklist for creating a joint venture company. It covers various aspects such as ownership and funding, management structure, minority protection, non-compete agreements, distribution policy, termination scenarios, options and pre-emption rights, deadlock resolution mechanisms, accounting policies, law and jurisdiction, due diligence on parties and assets, competition issues and regulatory consents, tax considerations, employment issues, intellectual property and information technology.

4. Fundraising Business Plan or Grant Proposal for an NGO or charity:

This type of plan outlines the organization's mission, goals, programs, and financial needs in order to attract financial support from donors or funders.

5. Client Business Plan:

This type of plan is tailored specifically to address the needs and objectives of potential clients and is designed to convince them to engage in a business relationship or partnership with the company.



III. Why Do You Need A Business Plan?

A business plan is not merely a requirement for seeking investment or loans—it's a valuable tool for several reasons: 

1. Vision Alignment: It helps you, as an entrepreneur, to articulate your vision and align your team towards shared goals.

2. Resource Planning: It allows for effective allocation of resources and helps identify potential challenges and opportunities.

3. Attracting Investors: Investors require a clear business plan before they commit capital to your venture. It helps them understand the potential return on their investment.

4. Risk Mitigation: A business plan helps identify and mitigate risks by devising contingency plans.


IV. Key Components of a Business Plan

A robust business plan typically includes the following components:

1. Executive Summary: This section provides a concise overview of your business, including the business concept, financial features, and distinctive elements of your business strategy.

2. Market Problem: This section highlights the needs and wants of customers that are not being fulfilled by other businesses. It emphasizes the significance of identifying a market gap and how the business will address this need.

3. Your solution: This section explains how the business will meet the identified market need. It describes the unique selling proposition and the competitive advantage that the business offers.

4. Target Market: This section provides a detailed description of the typical customer that the business aims to serve. It includes information about the size of the target market and any specific demographics or characteristics that define the target audience.

5. Sales and Marketing: This section focuses on the strategies and channels that will be used to generate sales and promote the business. It highlights the importance of effective marketing and advertising to reach the target market. It also emphasizes the need to create awareness and build a strong customer base. 

6. Team: This section introduces the individuals who are involved in the business. It includes information about the core team members, consultants, and mentors who are providing guidance and support. This section emphasizes the importance of having a skilled and experienced team to drive the success of the business. 

7. Competitors: This section analyzes the strengths and weaknesses of the business's competitors. It highlights the need to understand the competitive landscape and how the business can differentiate itself from others in the market. 

8. Product Roadmap: This section outlines the products or services that the business plans to offer. It provides a timeline for the development and launch of each product or service, helping entrepreneurs and business owners to plan their resources and activities.

9. Milestones: This section outlines the key milestones that need to be achieved before the launch of the business. It emphasizes the importance of setting deadlines and tracking progress to ensure timely execution. 

10. Budgets: This section provides an estimate of the costs and income associated with the business. It includes setup costs, running costs, total costs, income, and profit/loss projections. This section highlights the need for financial planning and budgeting to ensure the sustainability and profitability of the business.


V. Common mistakes when writing a business plan

When writing a business plan, there are several common mistakes that entrepreneurs and business owners often make. These mistakes can undermine the effectiveness and credibility of the plan. Here are some pitfalls to avoid:


1. Lack of research: Failing to conduct thorough market research and analysis can lead to a weak understanding of the target market, competition, and industry trends. It's important to gather relevant data and statistics to support your business assumptions and projections.

2. Unrealistic financial projections: Inflated revenue forecasts, underestimating expenses, or not accounting for potential risks and contingencies can make your financial projections unrealistic. It's crucial to be conservative and provide realistic financial estimates based on sound assumptions.

3. Neglecting the competition: Ignoring or downplaying the competitive landscape can be a critical mistake. It's essential to identify and analyze your competitors, understanding their strengths, weaknesses, and market positioning. Demonstrating a clear understanding of how you differentiate yourself and compete in the market is crucial.

4. Lack of a clear value proposition: Failing to clearly articulate your unique value proposition can leave investors and stakeholders confused about why your product or service is better or different from what already exists in the market. Clearly define and communicate your value proposition to stand out from the competition.

5. Overlooking the target market: Not thoroughly defining and understanding your target market can result in ineffective marketing strategies and poor customer acquisition. Identify your target audience, their needs, preferences, and behaviors, and tailor your products, services, and marketing efforts accordingly.

6. Weak or incomplete executive summary: The executive summary is often the first section of a business plan that potential investors or stakeholders read. If it fails to provide a compelling overview of your business, key highlights, and the value proposition, it may not generate enough interest to proceed further. Invest time in crafting a strong and concise executive summary.

7. Lack of contingency planning: Failing to address potential risks and challenges and not having a contingency plan in place can undermine the credibility of your business plan. Acknowledge the potential risks and demonstrate how you plan to mitigate them or adapt your strategies in response to unforeseen circumstances.

8. Poor organization and presentation: A business plan should be well-structured, organized, and visually appealing. Avoid excessive jargon, complex language, or overwhelming amounts of information. Use headings, subheadings, bullet points, and visual aids to enhance readability and clarity.
By being aware of these common mistakes, you can take proactive steps to ensure your business plan is comprehensive, realistic, and impactful. Seek feedback from mentors, industry experts, or professional advisors to refine and improve your plan.




1. What should I include in my startup/SME business plan? 

A comprehensive startup/SME business plan should cover key elements to showcase your company's vision and potential. These elements include an executive summary, market problem, your solution, target market, marketing strategies, team members, competitors, product roadmaps, milestones and budgets. Andrew Pickett, lead Trial Attorney at Andrew Pickett Law, also suggests considering any potential legal risks associated with your business plan and demonstrating your business's potential with tangible data.

2. How do I create a strong value proposition for my startup/SME business plan? 

Loretta Kilday, Debt Consolidation Care Spokesperson, provides some helpful ideas on this - Start with thorough audience research to gain insights into the painpoints your target market faces. Once you have identified their pressing problem, outline all the remarkable benefits your product or service offers. Elaborate on how these benefits deliver value and establish a compelling connection with your buyers' core issue. After all, when creating a value proposition make sure it’s unique, desirable, succinct, memorable, and specific.


3. What financial information should I include in my startup/SME business plan? 

Your startup/SME business plan should include income statements, financial projections for at least three years, balance sheet, cash flow statement, break even analysis, cost analysis and funding requirements.


4. How do I make my startup/SME business plan stand out to investors?

Michael Callahan, Founder and CEO of The Callahan Law Firm, sums this up: To make your business plan more appealing to investors, focus on clear and concise writing, highlight your unique value proposition, conduct thorough market analysis, provide solid financial projections, and demonstrate a strong understanding of your target market.


VII. Docpro Business Plan Templates

Business Plan Template - Joint Venture Company/ Joint Venture Agreement is a comprehensive guide that provides a checklist for creating a joint venture company and shareholders agreement.


Business Plan Template - One Page Pitch to Investor is a document that outlines the key aspects of a business plan, specifically created to attract potential investors and secure funding for a business.



Business Plan Template - Startup Company Pitch to Investors/ Incubators is a document that outlines the key aspects of a startup business plan, specifically created to attract potential investors and receive support from incubators.


Business Plan Template - NGO/ Charity Pitch to Donors/ Funders is  a document that outlines the organization's mission, goals, programs, and financial needs, which is created to raise funding from potential donors. 


Business Plan Template - Pitch to Investors/ Incubators is a document that outlines the key aspects of a business plan, specifically created to attract potential investors and secure funding for a business.


Business Plan Template - One Page Pitch Deck to Clients is a document that addresses the needs and objectives of potential clients and is designed to convince them to engage in a business relationship or partnership with the company.


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