http://www.business.vic.gov.

au/operating-abusiness/how-to-start/business-planning
http://www.sbms.org.au/free-resources/2
Guide to Writing a Business Plan
Your business plan is a working document. It is not meant to be written
and then forgotten. You should review it regularly and if necessary
change it to ensure your plan (and your business) stays focused on the
objectives.

1. Use this template to write your own short business plan. If youre
looking for a business plan template to assist in getting a bank loan
visit http://plansandchecklists.business.vic.gov.au
2. The text in RED is instructional. You should delete it before printing or
sending your plan.
3. Any text in blue indicates a link to a webpage or document. Press
control and click anywhere in the link to launch the page. You should
delete these links before printing or sending your plan.
4. Keep your sentences short and concise. Use bulleted lists to highlight
key points.
5. Break up your paragraphs with extra headings if necessary.
6. This template works best when used in Microsoft Word 97-2007
7. To get information about how to write your business plan, visit the
Business Victoria website

Page 1 of 11. 4 March 2011

<Business Name> l Business Plan

<your logo here>

<Business Name>

Business Plan
Melbourne, Victoria

Prepared By:

Cleo Bold

Table of Contents

1. Business Overview.............................................................
2. Products/Services..............................................................
3. Market Analysis..................................................................
4. Competition........................................................................
5. Marketing Strategy.............................................................
6. Business Structure & Management....................................
7. Finances..............................................................................
8. Action Plan..........................................................................
9. Appendices..........................................................................

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1. Business Overview
Include in your overview:

what your business does, your products or services

how long you have been operating
the industry youre in
point of difference over your competitorssuch as different location,
cheaper price or better serviceand key benefits to your consumers

where the business will be in two-to-five years and how this will be
achieved, e.g. your position financially and in the market place (you may
need to complete this after youve worked through the other sections)
Get help about defining your business

Type your overview here.

2. Products/Services
Describe what you are going to offer your customers, including:

exactly what you are going to sell or provide and how it will be produced

branding and packaging (where applicable)

ongoing product or service development

your product/services features and how they compare to major

competitors

the price and how you have determined it (by considering production costs,
labour and other overheads)

any dealings with supplier/s

Tip
Get information about defining your product

Type your products/services here.

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3. Market Analysis
Research your market and industry. Consider the following sources: industry
profiles on IBISWorld, trade magazines, government reports, consumer surveys,
running focus groups, identifying your competitors etc.
Briefly outline what market your product/service will serve and why. For example,
if you plan to publish a magazine, you need to know about publishing trends,
online competitors, other publications that cover your market (including their
circulation, advertising rates, reader profiles) and identify a viable gap to fill.
Make sure you include:

who will buy your product or service

where your market is located: local, regional, state, national or

international

the state of the market: is it growing, declining, segmented?

market influences such as seasonal price fluctuations or trends

the price range: based on your target market will it be high, low or in the
middle

Tip

Type your market analysis here.

4. Competition
List details about your competitors including:

who and where they are

how you'll position your product or service against them

your product/service features against theirs and what gives you a

competitive edge

the benefit/s of your service/product to the consumer

comparison of your pricing, promotion and distribution

Tips

To help you assess your strengths and weaknesses against your

competitors, complete the Competitor Analysis Template, Appendix I

Type competitor information here.

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5. Marketing Strategy
Show how consumers will find out about your product/service including:

where, how and when you will promote your product/service such as
shopping centre promotions, point of sale, viral marketing, billboards,
loyalty schemes, etc

what type of printed materials youll create

your website or online presence

details and cost of advertising including print, online, TV and radio

product/service launch plans

how you will measure the success of your marketing strategy and various
promotions

how pricing will encourage sales (e.g. selling in bulk)

Tips

To help you assess which marketing strategies will best reach your target
market, complete the Strategic SWOT Analysis Template, Appendix II

Type your marketing strategy here.

6. Business Structure and Management

Describe the ownership structure (such as sole trader, partnership, company)
including:

reasons for chosen structure

any trademarks, patents, web addresses and other intellectual property

you need to protect

owners and any legal agreements you may need

any key staff, their involvement, responsibilities and expected salaries

your exit strategy

Tip

Type your business structure and management details here.

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7. Finances
Summarise your financial situation including:

how you'll finance your business, e.g. business loan, personal funds,
investment capital

costings, including your start-up costs, salary and fixed overheads

financial projections including how much you will need to make to break
even, when you are likely to make a profit and growth expectations

Type your financial summary here.

Validate your summary by completing these financial templates and attaching
them to the end of your business plan. Download these templates and guides and
save them separately.
Following is the template to use for the projected Financials.
Please submit 3 different versions:
1. Break Even (how long will it take for you to break-even and recuperate all
your start-up costs?)
2. Best case scenario (What would the financial look like if you grew, for
example 20% higher than you anticipate?)
3. Worst Case Scenario (What would the financials look like if sales did not
meet your expectations, say for example 15% - 50% less then breakeven
projections)
By presenting 3 different scenarios, it ensures that you can be prepared for
whatever outcome, good or bad.

Tips

Access other

FINANCIAL OPERATING BUDGET

Projected Operating Budget

Month

Jul

Sales
Revenue

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Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Total

<Business Name> l Business Plan

Less
Product Costs
Gross Profit

Less Expenses

Salaries
Rent
Telephone
Electricity
Advertising
Entertainment
Legal
Office Supplies

Motor Vehicle
Other
Other
Total Expenses

NET PROFIT
Cash Flow
Bank
Start

balance

Under each month add or subtract the net profit from monthly bank balance.

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8. Action Plan
Your action plan is the most important part of your business plan. It manages
how youre going to achieve your business plan objectives, so review it regularly
and use it to control your activities. List the actions by key areas such as:

establishment

legal

finance

marketing

List the key tasks to be done, by whom and by when. Dont make them too
detailed or they become unworkable. If you dont achieve a task, reschedule it,
but if its still not done by the second date, ask why. Is it too large? Is it unclear
how it will help the business? Do we have the skills to do it? See example below.
Key Objectives

Task

By Whom

By When

Establishment

Finalise premises

Legal
Contracts

Finance
Determine fixed
overheads
Determine financial
objectives
Finalise cash flow
plan
Finalise initial finance
Marketing
Determine sales and
marketing objectives
Determine launch
plan

Create a brochure

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Register business and

trademark
Research and purchase
licences
- Rental agreement
- Redecorate
- Finalise office set up

CP

15 Dec

FB

15 Dec

TS

1 Feb

Consult with lawyer

Finalise contracts
Sign

FB
FB
TS/CP/TGJ/FB

15 Dec
15 Jan
1 Feb

- Get costings
- Meet with accountant
Identify amount to reduce
loan
- Review P&L with managers
- Complete cash flow plan
Review finance documents

CP

15 Dec

FB

1 Jan

CP/TS/ FB

1 Jan

CP

1 March

Identify sales in each quarter

for first year
Outline plan

FB

1 Jan

TS

1 Feb

Agreement and decision on

implementation
Agree concept
Approval of copy
Print
Distribute brochure

TS/CP/TGJ/FB

1 March

TGJ
TGJ/CP
TGJ
TGJ

15 March
30 April
10 May
1 June

<Business Name> l Business Plan

Appendix I: Competitor Analysis

Use this table to list your competitors and how you compare against them. Think
about how your business can improve on what they are offering.

Competitor
Their name

Date
Established
When they
started

Page 9 of 11. 4 March 2011

Size
Staff
#s or
turnover

Market
share (%)
Estimated
percentage
of market
share

Value to
customers
Their unique
value to
customers, e.g.
convenience,
price, quality,
service

Strengths
Their main
strengths

Weaknesses
Their main
weaknesses

<Business Name> l Business Plan

Appendix II: Strategic SWOT Analysis

A strategic SWOT (strengths, weaknesses, opportunities and threats) analysis will
help you turn your knowledge into strategy which you can then turn into actions.
It provides direction to the business and its marketing strategies.
Use this table to describe your businesses strengths, weaknesses etc and develop
strategies that will help you eliminate or mitigate them. Lists ways you can
capitalise on your strengths and take advantages of opportunities.
Consider turning the strategies into actions using your Action Plan.

Strengths
Advantages the business can
exploit, e.g.
good customer service
innovative edge
unique products

Weaknesses
Areas of the business that need to
be acted on, e.g.
poor website
not enough staff training

Opportunities

Strategies using strengths

to address opportunities

Strategies to reverse
weaknesses to address
opportunities

Marketplace areas that can

be built on, e.g.
gaps in the market

Ways to take advantage of business

strengths, e.g.
promoting good customer
service to attract
competitors customers

Ways to ensure weaknesses dont

hamper opportunities, e.g.
hiring an experienced trainer
to upskill staff
provide better customer
service, something no one is
offering well at the moment

Strategies to counter threats

with strengths

Strategies to fix
vulnerabilities

Ways to use business strengths so

threats are not a problem, e.g.
launching new product to
revitalise consumer demand

Ways to address areas where the

business may be vulnerable, e.g.
utilising new technologies or
social media to reach
potential customers
adapting green practices to
minimise costs

competitor closure

Threats
External issues that could
affect the success of the
business, e.g.
decrease in
consumer demand
sudden increase in
costs

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Competitor Analysis
Name of Competitor

WHAT ARE THEIR

STRENGTHS?

WHAT ARE THEIR

WEAKNESSES?

WHAT ACTION CAN WE TAKE?

WHAT ARE THEIR

STRENGTHS?

WHAT ARE THEIR

WEAKNESSES?

WHAT ACTION CAN WE TAKE?

WHAT ARE THEIR

STRENGTHS?

WHAT ARE THEIR

WEAKNESSES?

WHAT ACTION CAN WE TAKE?

Name of Competitor

Name of Competitor

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