Level 2 Business Plan Table of Contents EXECUTIVE SUMMARY Legal Description Business History & Description Current Status Future Plans Key Management
4 4 4 4 4 4
MISSION & VISION Mission Statement Core Values Core Purpose
4 4 4 4
PRODUCT & SERVICE DESCRIPTION Overview of Products & Services Product & Service Advantages Proprietary Features Product Development Activities Product Liability
4 4 6 6 6 6
MARKET ANALYSIS Market Segmentation Market Trends & Growth Patterns Market Size and Potential
6 6 10 10
INDUSTRY ANALYSIS Industry Overview Industry Participants Industry Trends & Growth
10 10 13 13
COMPETITIVE ANALYSIS Competitive Overview Market Share Analysis Direct Competitors Indirect Competitors Competitive Advantages Barriers to Entry
13 13 13 13 16 19 19
SALES & MARKETING PLAN Sales Goals Marketing Goals Target Market Positioning SWOT Branding
19 19 19 19 19 19 21
Pricing Strategy Marketing Strategies (Promotion & Advertising) Public Relations Customer Service Distribution Channels
21 21 21 21 21
WEBSITE PLAN Website Goals Website Marketing Strategy Development Requirements
21 21 21 21
OPERATIONS PLAN Location Property Ownership / Lease Terms Equipment Purchasing Policies Manufacturing Process Quality Control Measures Organizational Chart
21 21 21 21 22 22 22 22
MANAGEMENT TEAM Key Management Board of Advisors Board of Directors Professional Service Providers
22 22 22 22 22
FINANCIAL PLAN Financial Summary Current ownership Summary Projected Start-up Expenses Assumptions Sales Projections Personnel Projections Profit & Loss Projections Cash Flow Projections Balance Sheet Projections
22 22 22 22 23 24 26 27 29 31
APPENDICES Product Samples/Pictures Management Resumes Legal Documents Other Critical Data
33 33 33 33 33
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