ELE110 Business Plan Written Guidelines
1. Executive Summary
The executive summary is probably the most critical part of the business plan format. Many business plan
readers will read the executive summary and then decide whether to proceed further or discard the plan.
2. Team: Management & Organisation
General introduction of your partners and their role in the company
3. General Company Description
Name of the company, type of legal entity, ownership
Mission statement of the business
Company goals and objectives
The main features of the industry in which you will operate
The most important company strengths and core competencies
4. The Opportunity & Market Description
Describe the gap that exists in the market and explain what has given rise to this gap, how it was identified
and how it can be filled. Answer the following questions:
▪ Where is the problem/gap in the market?
▪ What has given rise to this gap?
▪ How was this problem/gap identified?
▪ How will the problem/gap be solved/filled?
Present your insights into the market in which you will operate.
▪ Conduct a feasibility studies for your offering
5. Business Model Explanation (Both business models)
Explain how your business operates graphically. Business Transactions Model & Business Canvass Model.
6. Marketing Plan
▪ The product (or service) and why it is valuable to customers
▪ The focused and detailed description of the target market
▪ The positioning of the product or service – how it should be perceived by customers
▪ The pricing strategy with specific price points at which the product or service will be sold
▪ The sales and distribution channels that will be used to get the product or service to the customer
▪ The promotion strategy including public relations activities, specific promotions, advertising and
intended viral marketing activities
7. Financial Plan
Financial requirements: You need to be clear about the capital needed to start and expand the business, as
well as how the capital will be used.