Step one: A business plan

Crafting a successful business plan for long-term success involves careful planning, thorough research and a clear vision. A well-structured business plan not only provides a road map for the company's future, but also attracts investors and serves as a guide for internal decision-making.

Here are key components and expert insights on crafting a business plan that can drive long-term success:



Executive summary

The executive summary is the first section of a business plan, but is typically written last.

It provides a concise overview of the business, its mission and the core elements of the plan. According to the United States Small Business Administration (SBA), "the executive summary should highlight the strengths of your overall plan and therefore be the last section you write".



The executive summary should consist of the following:

Business overview: Describe your business, its mission and its objectives.

Products/services: Provide a brief overview of what you offer.

Market opportunity: Highlight the market need you're addressing and the potential for growth.

Financial highlights: Summarise your financial projections and funding requirements.



The goal of the executive summary is to grab the reader's attention and make them want to learn more about your business. It's crucial for convincing potential investors or partners to continue reading.



Company description

This section details the nature of your business and what sets it apart from competitors.

It should include information about the industry, the business structure, the products or services offered and the target market.

As entrepreneur Richard Branson suggests, "the best way of learning about anything is by doing".

Make sure to have a business model that explains how your business operates and generates revenue. Describe the industry you operate in, including its size, trends and growth prospects. This is your industry analysis, which will also include your competitive analysis which identifies your direct and indirect competitors and what sets your business apart (unique selling propositions).

This section helps stakeholders understand your business's purpose and how it fits into the broader market landscape.



Market research

Understanding the market is crucial for long-term success. This section should analyse the industry, market size, expected growth and target customer demographics.

Conducting a SWOT (strengths, weaknesses, opportunities and threats) analysis can be invaluable to understand your strengths, weaknesses, opportunities and threats relative to competitors. Determine the current size of your market and its projected growth rate.

Define your target customers based on demographics, psychographics and behaviour.

Effective market research informs your marketing strategies, product development efforts and overall business strategy.

According to the Harvard Business Review, "in a rapidly changing business environment, the real source of competitive advantage is the ability to understand and predict customer needs faster than competitors".



Organisation and management

Detailing the business’s organisational structure and the management team’s background helps establish credibility.

This section should have an organisational structure that describes the legal structure of your business and its key stakeholders. Here, you can introduce key team members, their roles and their relevant experience.

It is also crucial to have a basic human resources plan that outlines your hiring strategy and any immediate staffing needs.

Investors want to see that the business is led by a competent and experienced team. According to investor and business mentor Peter Drucker, "management is doing things right; leadership is doing the right things".



Product line or services

This section should describe what you are selling or the services you are offering. Explain the benefits to the customer, the product life cycle, and plans for research and development. As Steve Jobs once said, "innovation distinguishes between a leader and a follower". Discuss where your product/service currently stands and any plans for future development or enhancements. Outline your research and development strategy and how it aligns with your business goals.



Marketing and sales strategy

A solid marketing and sales strategy is vital.

This section should outline how you plan to attract and retain customers, the sales process and the marketing channels you will use in more detailed terms. It is important to know your target market, revisit your customer segmentation and identify your primary target audience. In terms of your marketing approach, detail your marketing tactics, channels (e.g., digital marketing, social media), and messaging.

Then, when it comes to your sales strategy, describe your sales process, including lead generation, conversion and customer retention. A well-defined strategy shows how you plan to attract and retain customers, which is critical for sustained growth.

"Marketing is no longer about the stuff that you make, but about the stories you tell," American author and entrepreneur Seth Godin has been quoted as saying.



Funding request

If seeking funding, detail your funding requirements, potential future funding requirements over the next five years, and how you intend to use the funds. Be clear and precise about your needs.

According to American businessman and film producer Mark Cuban, "sweat equity is the most valuable equity there is. Know your business and industry better than anyone else in the world".



Financial projections

Include financial projections to demonstrate the business’s potential for success. This should cover income statements, cash flow statements, and balance sheets for the next three to five years. The projections should align with your funding request and marketing strategies. The SBA notes: "A business plan is not only a tool for attracting investors or securing loans; it is also a blueprint for steering your business toward success".

Accurate financial projections demonstrate your business acumen and help investors assess the viability of your business model.



The appendix

Finally, an appendix can provide additional information such as resumes, permits, lease agreements, legal documentation and other pertinent documents that support the business plan.

Creating a successful business plan involves more than just documenting ideas. It requires a deep understanding of the market, strategic thinking and a clear vision for the future. As Benjamin Franklin wisely said: "By failing to prepare, you are preparing to fail".

With thorough preparation and careful planning, a robust business plan can set the stage for long-term success.



Changing as you grow

Local businessman Delano Hansen, the owner of Hansen&Hansen - a company that specialises in embroidery, branding and printing - gave valuable insight into what a business plan looks like in practical terms.

“Your first business plan is just a basis or rather skeleton of what your business will be,” he said. He added that "your first step is not your last step", explaining that your business plan will change as your business grows.

It is a project that needs constant adjustments, he said. “Things change, therefore you will need to go back and adjust it to what your business currently is, so at the end you have a proper business plan that you can show people, as it shows the progress and process you have gone through and the goals you reached."