Marketing Plan

Cover: Name of business, name of principal(s), address, phone number and date.

TABLE OF CONTENTS

EXECUTIVE SUMMARY

STATEMENT OF PURPOSE

DESCRIPTION OF BUSINESS

PRODUCTS OR SERVICES

HISTORY OF ORGANIZATION OR INDUSTRY

MARKET

* Target Market & Customer Description

* Geographic Location and Potential

* Product Acceptance

* Competition and Pricing

* Sales and Advertising Strategy

LOCATION, FACILITIES AND OPERATIONS

* Site Analysis

* Buildings and Equipment

* Process Description and Analysis (Primarily Manufacturing)

* Suppliers

* Inventory Requirements

STAFFING AND MANAGEMENT

* Availability of Workers

* Training Requirements

* Management

* Duties and Functions of Employees (General details of your experience/training; job descriptions of other employees. Attach managers/owners resumes, if appropriate.)

* Outside Assistance (Consultants, Accountants, Attorneys)

FINANCIAL ANALYSIS

* Sources and Uses of Funds Statement

* Income Statements and Detailed Assumptions

* Balance Sheet and Pro Forma (future projections) Assumptions

* Cash Flow Statements and Pro Forma (future projection) Assumptions

APPENDICES

* List of Collateral and Its Value

* Three Years of Historical Financial Statements

* Personal Resumes and Financial Statements of Principals

* Letters of Reference, Intent, etc.

* Copies of Leases, Contracts, Articles of Incorporation, etc.

* Copies of Permits, Licenses, Patents

STATEMENT OF PURPOSE

* What is the purpose of the business plan?

1. To develop the objectives of the company and owner(s)

2. To provide an operating guide

3. To provide a financial guide

§ What are you asking for?

§ Equity, Debt, Joint Venture

§ How will the funds be used?

§ How does the loan get repaid or the investor gets out?

DESCRIPTION OF THE BUSINESS

1. What is the status of the business: start-up, expansion of a going concern, or a takeover of an existing business?

2. What is the business structure: sole proprietorship, partnership, LLC, corporation, or Sub Chapter S Corporation?

3. When will (did) operations begin?

4. What is the type of business: Is it primarily merchandising, manufacturing, or service?

5. Why is your business going to be profitable?

PRODUCTS OR SERVICES

1. What is the nature of the product(s) or service(s)?

2. Give a tangible description of the offering(s).

3. What are the benefits offered to the customer from the products or services?

4. How will it be made/produced/provided or sold?

HISTORY OF ORGANIZATION/INDUSTRY

For a new business only:

1. Why will you be successful in this business?

2. What is your experience in this business?

3. What will be special about your business?

4. Have you contacted prospective suppliers and what information can they provide?

5. Do you have any letters of intent for prospective suppliers of purchases?

6. Have you asked about trade credit?

For a takeover only:

1. When and by whom was the business founded?

2. Why is the owner selling it?

3. How did you arrive at a purchase price for the business?

4. What is the trend of sales over the past three years?

5. Is the business going downhill, why? How can you turn it around?

THE MARKET

1. Who exactly is your market? Describe characteristics: age, gender, profession, income, geographic

location, etc. of your various market segments?

2. What is the present size of the market?

3. What is the market's growth potential?

4. How are you going to attract and keep your market?

5. How can you expand your market?

6. How are you going to price your service, product, or merchandise to make a fair profit and, at the same time, be competitive?

7. What price do you anticipate getting for your product? Is the price competitive?

MARKET Cont'd

8. What special advantages do you offer