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II. Current Marketing Situation A. Company and Location
B. Product / Service
C. Target Markets a. Demographics b. Geographic Characteristics c. Psychographic Characteristics d. Benefit Usage Characteristics D. Competition E. S.W.O.T
III. Marketing Objectives / Strategies / Tactics A. Advertising / Communication B. Personal Selling C. Promotions D. Website E. Marketing Calendar
IV. Budget
V. Evaluation
Business Plan
I.COVER SHEET: II.EXECUTIVE SUMMARY III.TABLE OF CONTENTS IV.PART I: THE ORGANIZATIONAL PLAN
A.SUMMARY DESCRIPTION OF THE BUSINESS •mission •business model •strategy •strategic relationships •SWOT Analysis B.PRODUCTS OR SERVICES C.INTELLECTUAL PROPERTY D.LOCATION E.LEGAL STRUCTURE F.MANAGEMENT H.ACCOUNTING & LEGAL I.INSURANCE J.SECURITY
V.PART II: THE MARKETING PLAN
A.OVERVIEW AND GOALS OF YOUR MARKETING STRATEGY B.MARKET ANALYSIS C.MARKETING STRATEGY D.CUSTOMER SERVICE E.IMPLEMENTATION OF MARKETING STRATEGY F.ASSESSMENT OF MARKETING EFFECTIVENESS* VI.PART III: FINANCIAL DOCUMENTS A.SUMMARY OF FINANCIAL NEEDS B.LOAN FUND DISPERSAL STATEMENT C.PRO FORMA CASH FLOW STATEMENT (BUDGET) D.THREE-YEAR INCOME PROJECTION E.PROJECTED BALANCE SHEET F.BREAK-EVEN ANALYSIS G.PROFIT AND LOSS STATEMENT (INCOME STATEMENT) H.BALANCE SHEET I.FINANCIAL STATEMENT ANALYSIS J.BUSINESS FINANCIAL HISTORY VII.PART IV: SUPPORTING DOCUMENTS A.PERSONAL RESUMES B.OWNERS' FINANCIAL STATEMENTS C.CREDIT REPORTS D.COPIES OF LEASES, MORTGAGES, PURCHASE AGREEMENTS, ETC. E.LETTERS OF REFERENCE F.CONTRACTS