Business Plan Template created by former Deloitte Management Consultants

Business
Plan
Template
By Former Deloitte
Management
Consultants

2 www.slidebooks.com2
Objective of this document
Save time and make the difference by using a
Business Plan Template in editable
PowerPoint slides created by former Deloitte
management consultants and talented
designers
“
”

Agenda
Business Plan definition
Business Plan key success factors
1
2
Business Plan template3

A business plan is a
“must” when launching a
new business or changing
an existing business. It is
a tool that helps to decide
whether or not to invest
money, resources and
time to reach a set of
goals
The audience of a
business plan can be
internal (CEO, C-suite,
executive managers, etc.)
or external (investors,
donors, customers, etc.)
A business plan is a formal
document which describes
a set of achievable
objectives and how to
reach them
... a good business plan can help to make a good business credible, understandable, and
attractive to someone who is unfamiliar with the business. Writing a good business plan
can’t guarantee success, but it can go a long way toward reducing the odds of failure1
1. Eric S. Siegel, Brian R. Ford, Jay M. Bornstein (1993), 'The Ernst & Young Business Plan Guide' (New York: John Wiley and Sons)
“
”

An effective business plan needs to answer the following top 10 questions:
• What is your current situation? • Who are the key players?
• What is your goal?
• How will you differentiate
yourself?
• How will you reach this
goal?
• What will be your marketing
plan?
• What do you offer? • What are the economics of
your business?
• How big is the business you are
entering?
• What is the capital requirement
to get your business started?
Effective
Business Plan

Agenda
1
2

Business Plan key success factors (1/5)
A business plan has to be…
…well structured
…simple
…concise
1
2
3
…visually attractive
4
Click here to download the editable PowerPoint
version at www.slidebooks.com

• Before starting to write down your business plan, you need to identify
the key sections and subsections you need to provide…or just copy
paste the overall structure that our team of management consultants
recommend in the following slides
…well
structured
1

• Your business plan should be understood by a 15 year old kid. If it’s
not the case it means that either your business idea is not clear
enough in your head, or that the sentences and words you use are too
complex
 If your idea is not clear enough in your head, you need to keep
brainstorming until you find the perfect sequence of words that will
be easily understood by anyone
 Don’t try to prove to your audience that you are smart by using
complex sentences and words. This is business, not literature! If
one third of the population needs to read your sentence twice, you
failed to communicate efficiently!
…simple
2

• Don’t provide a 100+ page business plan to your audience. The CEO,
executive managers or investment bankers don’t have time to read so
many pages and they will not rate your business idea according to the
number of pages you have written. You need to demonstrate your
ability to synthesize. Your can write a long version for yourself but for
your audience you need to be straight to the point
• Use diagrams and charts as they are “worth a thousand words”
…concise
3

• The form of your business plan is as important as the content
• By inserting beautiful diagrams, charts and pictures in your business
plan, you will:
 Provide a good first impression to your audience
 Save the time of your readers
 Provide a pleasant reading experience to your audience
 Send your business plan in PDF to avoid the format change that may
appear if your audience has a different version of PowerPoint or Keynote
…visually
attractive
4

Agenda
1
2

Overall guiding principles

Business Plan
Company Name:
Date:
Founders/Owners:
Address:
Email:
Phone:
Example name
08/10/2014
John Example
4 Example Road, New York
Example@business.com
04 20 30 40 50

Table of content
1. Executive summary
2. Context, idea and rationale
3. Mission statement, goals and objectives
4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.4. Market profitability
4.5. Market trends
4.6. Key success factors
5. Competitor analysis
5.1. Competitor identification
5.2. Competitor comparison
5.3. Competitor positioning
5.4. Competitor ranking
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7. Organizational plan
7.1. Team of founders
7.2. Business legal form
7.3. Organizational form
7.4. Key personnel
7.5. Key external contacts
7.6. Office and plant locations
8. Financial plan
8.1. Overview
8.2. Set-up costs
8.3. Start-up capital
8.4. Profit and loss forecast
8.5. Cash flow forecast
8.6. Balance sheet forecast
8.7. Financial ratios
9. Action plan
10. Exhibits

4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

Guiding principles (1/2)
…to be short
(1-2 slides)
…to be done at the
very end, even if it
is the first section of
your business plan
…to be very
convincing, as some
stakeholders may not
have/take time to read
the rest of your
document
An executive summary needs…
…to be well
structured

Guiding principles (2/2)
An executive summary should answer
some key questions such as:
 What is your idea?
 Why is it a good idea?
 What products and services do you offer?
 Who are your customers?
 Who are your key competitors?
 What is your marketing plan?
 What is your Organizational plan?
 What are your financial projections?

• Replace by your own text
Template
• Main conclusion
Title
Context, idea
and rationale
Mission
Statement,
Goals and
Objectives
Market
Analysis
Competitor
Analysis
Marketing
Plan
Financial
Plan
Timeline
Organizational
Plan

4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

Template (1/2)
Insert a description of your background or your organization background (professional
experience, skills, etc.)
Insert the origin of your idea
Insert a brief description of your idea
Background
Idea
description

Template (2/2)
Reason #1
title (e.g.
high
potential
customer
demand)
Reason #2
title (e.g.
Distribution
competitive
advantage)
Reason #3
title (e.g. Low
cost)
Describe the reason #1
Rationale
Insert the key reasons which explain why you think it is a
good idea

4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

Template
• Define the purpose and the scope of the organization
• Provide long-term direction
• Reflect your beliefs, values and priorities
Mission
• State what must be done to accomplish mission
• Identify targets
• Serve as guide for objective setting
Goal
• Restate goal into operational terms
• Quantify what and when results will
be achieved
Objective #1
be achieved
Objective #2
be achieved
Objective #3

4. Market analysis
4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

4. Market analysis
4.1.Target market - Template
• Describe in this text block your target market(s), that is to say the group of customers that you want to market your
products to.
• To identify your target market(s), you can use customer segmentations such as:
o Geographic segmentation
o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in
the family life cycle)
o Attitudes
o Psychological profiles
• If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target
markets
Target Market description

4. Market analysis
4.2.Target market size - Template
• Estimate the Total Available Market (TAM) size
• TAM refers to the global revenue opportunity available for a product or service
• Some sources of information such as government data, trade associations, financial
data from major players and customer surveys should help you to provide a rough
estimation
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) size
• SAM refers to the percentage of the Total Available Market (TAM) that you can
actually serve
Serviceable Available Market (SAM)
• Estimate your Target Market size based on your estimation of the TAM and SAM size
• Target market refers to the group of customers that you want to market your products
to
Your Target MarketTarget Market
Market
Share
• Estimate your market share (in percentage and dollars) based on your unique selling
proposition and marketing plan
• Your market share refers to a percentage of your target market
Your Market Share

4. Market analysis
4.3.Target market growth - Template
• Estimate the Total Available Market (TAM) revenue growth
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) revenue growth
Serviceable Available Market (SAM)
• Estimate your Target Market revenue growth
Your Target MarketTarget Market
Market
Share
• Estimate your market share growth
Your Market Share
• A simple way of forecasting the market
growth is to extrapolate historical data
into the future
• A more accurate way is to study growth
drivers such as demographic
information and sales growth in
complementary products - 10% every year between 2014 and 2020
+ 1% every year between 2014 and 2020

4. Market analysis
4.4.Market profitability - Guiding principles
The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market or industry by analyzing
the forces acting upon it:
Rivalry
• British
Airways
• British
Midland
• Dan Air
Bargaining power of
Suppliers
• Fuel companies
• Aircraft companies
• Labor
• Catering suppliers
Bargaining power
of Buyers
• Business
travellers
• Pleasure travellers
Threat of new
entrants
• Foreign airlines
• National airlines
• New companies
Threat of
Substitute
products
• Bus, Rail, Car
• Video
conferencing
Example of the Porter’s five forces tool applied in the airline industry

4. Market analysis
4.4.Market profitability - Template (1/2)
The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market by analyzing the forces
acting upon it:
Rivalry
• Insert a brief
description
Bargaining power of
Suppliers
• Insert a brief description
Bargaining power
of Buyers
• Insert a brief
description
Threat of new
entrants
• Insert a brief
description
Threat of
Substitute
products
• Insert a brief
description

4. Market analysis
4.4.Market profitability - Template (2/2)
• Insert a more comprehensive
description
Bargaining power of Suppliers
description
Bargaining power of Buyers
description
Rivalry among firms
description
Threat of Substitute products
description
Threat of new entrants

4. Market analysis
4.5.Market trends - Guiding principles

4. Market analysis
4.5.Market trends - Template
• Insert the description of the trend #1
Insert the title of the trend
#1
#2
#3

4. Market analysis
4.6.Key success factors (KSF) - Guiding principles

4. Market analysis
4.6.Key success factors (KSF) - Template
• Insert the description of the KSF #1Insert the title of the KSF #1

4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

5.1.Competitor identification - Template
• Competitor A
• Competitor B
• Competitor C
• Competitor D
1.Key National Competitors
• Competitor E
• Competitor F
• Competitor G
• Competitor H
2.Key International Competitors
• Competitor L
• Competitor M
• Competitor N
• Competitor O
4.New Entrants
• Competitor I
• Competitor J
• Competitor K
3.Substitutes
Split your competitors in meaningful categories aligned with
your scope

5.2.Competitor comparison - Template (1/2)
Criteria
Revenue Profit Market share Main activity
Number of
employee
Product
quality
Insert your
own text
Competitor A
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own text
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own text
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own text
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own text
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own text
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own text
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Competitor B
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own text
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own text
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own text
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own text
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own text
Competitor D
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own text
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own text
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own text
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Compare your competitors with relevant criteria

5.2.Competitor comparison - Template (2/2)
0
0.5
1
1.5
2
2.5
3
3.5
4
Competitor A Competitor B Competitor C Competitor D Competitor E
Revenue Profit
Competitor Revenue and Profit
Insert your key message
You can edit the data chart with the following process:
>Double click on the graph > click Design > Click on “Edit
Data” >Update the table with your own data

5.3.Competitor positioning - Template
20
15
10
5
0
-5
A
B
C
Gaining market share
Losing market share
Average
market
growth
0 10 20 30 40 50
CompanyGrowth(%)
Market Share (%)
= $ xx million in sales
60
Position your competitors with a 2 by 2 or 3 by 3 matrix
using relevant criteria
D

5.4.Competitor ranking - Template
Rank your top 3 competitors and insert their logo in the slide

5.5.Key findings - Template
• Insert the description of the key finding #1
Insert the title of the key
finding #1
finding #2
finding #3

6. Marketing plan
4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

Target Market
6. Marketing plan
6.1.Overview - Template
The Marketing Plan will cover the 4 Ps:
Promotion
Product
Place
Price

6. Marketing plan
6.2.Product - Guiding principles
A brief description of your
product range
A brief description of your
product categories
A description of your key
products including:
1. Product Attributes: characteristics by which products are identified and differentiated. It usually comprise features,
shapes, colors, functions and uses
2. Customer Benefits: a product attribute expressed in terms of what the user gets from the product rather than its
physical characteristics or features
3. Price: A product is worth as much as people are willing to pay for it. The amount your target market is prepared to pay
for your products/services depends on your target market's budget and the product attributes
4. Unique Selling Proposition (USP): It defines your company’s unique position in the marketplace. It is an often
overlooked but very important element of creating a business that customers love. A strong unique selling proposition
allows you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal
group of customers
The product section needs:

6. Marketing plan
6.2.Product - Template (1/3)
Product category #1
Describe your product category
with your own text
Product A
Product B
Product E
Product F
Product category #3
with your own text
Product range
Describe your product range with your own
text
Product C
Product D
Product category #2
with your own text

6. Marketing plan
Product A
Product B
Product C
Use your own text for describing
the key attributes of your product
Description
(key attributes)
Use your own text
Key Customer Benefits
Use your own text (note:
different products can have the
same USP)
Unique Selling Proposition (USP)
the key attributes of your product Use your own text
same USP)
same USP)

6. Marketing plan
Product D
Product E
Product F
the key attributes of your product
Description
(key attributes)
Use your own text
Key Customer benefits
same USP)
Unique selling proposition (USP)
same USP)
same USP)

6. Marketing plan
6.3.Pricing - Guiding principles (1/3)
Set the price regarding your production
cost, your distribution cost and your
expected profit margin
E.g. it may cost $100 to produce a
product and the company adds 20% as a
profit margin so the selling price would be
$120.00
1. Cost plus pricing
Set a low price to increase sales and
market share. Once market share has
been captured the firm may then increase
their price
E.g. a television satellite company sets a
low price to get subscribers then
increases the price as their customer
base increases
2. Penetration pricing strategy
Set a price in comparison with
competitors
E.g. Conduct a competitor analysis and
decide whether or not you want to set a
higher, lower or the same price as them.
If you have a significant competitive
advantage you may want to set a higher
price
4. Competition based pricing
Set the price regarding the value
perceived by the customer. A market
survey may help you to set up the right
price
3. Value-based pricing
Top 10 pricing strategies that can help you to set the price of your products
Set an initial high price and then slowly
lower the price to make the product
available to a wider market. The objective
is to skim profits of the market layer by
layer
E.g. Apple, with its Iphone products, uses
a skimming pricing strategy
5. Skimming pricing

6. Marketing plan
Set different prices for different products
within the same product range in order to
reach different target markets E.g.
Peugeot sells different cars at different
prices
6. Product line pricing
Set a price according to the customers’
psychology
E.g. a product can be charged $99
instead of $100
7. Psychological pricing
Set the same price as your main
competitors in order to avoid price wars
and maintain a moderate but stable level
of profit
E.g. Some telecom companies are using
a Status Quo pricing
9. Status Quo Pricing
Set a high price to reflect the
exclusiveness of your product
E.g. Ferrari uses a premium pricing
strategy
8. Premium pricing
Set optional pricing by presenting a low
base price that is capable of attracting
customers while maintaining the
possibility of selling costly add-ons later
E.g. Computer printers often have a very
low initial entry price, while the cost of
printer ink cartridges is substantial
10. Optional Pricing
Top 10 pricing strategies that can help you to set the price of your products

6. Marketing plan
The quoted price to end users is known as the list price. This price can however be discounted
for a period of time or for some customers. There are mainly 4 types of discount strategies:
When the customer purchases in large
quantities
1. Quantity discount
Based on the time that the purchase is
made and designed to reduce seasonal
variation in sale
2. Seasonal discounts
A short-term discounted price offered to
stimulate sales
4. Promotional discount
When the customer pays his bill before a
specified date
3. Cash discount

6. Marketing plan
6.3.Pricing - Template
• Describe your pricing strategy which can be a combination of the several pricing strategies described in the previous slides
• Explain why you think it is the right strategy (e.g. “It will reflect the exclusiveness of our products…”)
Pricing Strategy
Insert the
product A price
Product A
Insert the
product B price
Product B
Insert the
product C price
Product C
Insert the
product D price
Product D
Insert the
product E price
Product E
Insert the
product F price
Product F
• Describe your discount strategy which can be a combination
of several discount strategies described in the previous
slides
• Explain why you think it is the right discount strategy
Discount Strategy
Product price
If you have a lot of
products, only mention
the key ones

• Paying an organization to use your
brand or logo. The most common use
of sponsorship is with sporting events
such as the Olympics games
• Promoting and selling your services
online using various forms of
marketing techniques such as banner
advertisements, social media and
search engine optimization
• Direct marketing method in which
carefully targeted prospects (chosen
on the basis of age, income, location,
profession, buying pattern, etc.) are
presented with custom tailored offers
for products or services through mail
or email
• Public relations (PR) is the practice of
managing the spread of information
between an individual or an
organization and the public
• Commonly used to obtain an increase
in sales short term. Could involve
using money off coupons or special
offers.
• Selling a product service one to one
• Any non personal paid form of
communication using any form of
mass media such as TV, radio, print
and outdoor medias
6. Marketing plan
6.4.Promotion - Guiding principles
There are 7 key types of promotion:
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct Mail
Sponsorship
Internet and
Mobile
Marketing

6. Marketing plan
6.4.Promotion - Template (1/2)
• Insert your promotional purpose
Promotional purpose
• Insert your annual budget (it can be express as a percentage of your
revenue)
Annual Budget
Advertising
(40% of the
budget)
Public
relations
(20% of the
budget)
Sales
Promotion
(10% of the
budget)
Personal
selling
(30% of the
budget)
Direct Mail Sponsorship
Internet
Marketing
  X  XX

• Describe your personal selling strategy
• Describe your sales promotion strategy
• Describe your Public relations strategy
• Describe your advertising strategy
6. Marketing plan
6.4.Promotion - Template (2/2)
Advertising
(40% of the budget)
Public relations
(20% of the budget)
Sales Promotion
(10% of the budget)
Personal selling
(30% of the budget)
Zoom on the type of promotion used:

6. Marketing plan
6.5.Place - Guiding principles

6. Marketing plan
6.5.Place - Template (1/6)
• Describe in this text block your production plan
• This part should answer questions such as:
o What plant and equipment will you need to operate your business?
o How will you plan to finance your plant and equipment (rental, lease or buy)?
o What will be the ongoing operating costs and maintenance requirements?
o Where will you produce your products?
o How will you manufacture your products?
o When will you manufacture your products?
o In which quantity will you produce?
o Which raw material will you need?
o Who will be your suppliers and what terms do they offer?
o What will be the overall cost of production?
o What will be the cost of production per unit?
o Have you documented standard procedures?
o What quality control measures will you use?
o Do you have any strategies for new product development?
o Where will you store your products before distribution?
o What are your storage requirements (e.g. capacity, access, regulations, safety, product deterioration)?
o What inventory control system will you use?
Production plan

6. Marketing plan
• Describe in this text block your distribution plan
• This part should answer questions such as:
 Where will you distribute your products? Why?
 How will you distribute your products?
 When will you distribute your products?
 Who will be your main clients/customers?
 What will be the overall cost of distribution?
 What will be the cost of distribution per unit?
Distribution plan

6. Marketing plan
Production site Planes and trucks Wholesalers
Worldwide production and
distribution map1
1.Hundreds of maps are available on www.slidebooks.com

6. Marketing plan
Production site Planes and trucks Wholesalers
United States production and
distribution map1

6. Marketing plan
Production site Trains and trucks Wholesalers
Australian production and
distribution map1

6. Marketing plan
If you have a website, insert a description of your online and mobile distribution strategy
Online and mobile distribution
Insert print screens of
your website

4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

7.1.Team of founders - Template
Insert your profession
Insert a summary of your professional experience
1998-2000: Provide details about your professional experience and education
2000-2010: Provide details about your professional experience and education
Provide details about your professional experience and education
John Example

7.2.Business legal form - Template
• Describe the legal form of your organization (sole trader, LLC, Ltd, etc.)
• Explain why you chose this legal form

7.3.Organizational form - Template
• Describe the organizational form
you would like to create in your
company (matrix organization,
functional organization, etc.)
• Explain why you would like to
create this organizational form
Label
Text
Label
Text
Label
Text
Label
Text
Label
Text
Label
Text
Label
Text
Label
Text

7.4.Key personnel - Template
Describe position
Position
Skills and ExperienceName
Insert name
Describe position Insert your own textInsert name
Annual Wage

7.5.Key external contacts - Template
Accountant
Profession
Contact detailsName
Insert name
Lawyer Insert your own textInsert name
Bankers Insert your own textInsert name
Consultants Insert your own textInsert name
Insurance company Insert your own textInsert name
Fees

7.6.Office and plant locations - Template
Describe the location of your different offices and plants
Headquarter Plants

8. Financial plan
4. Market analysis
4.1. Target market
4.2. Market size
4.3. Market growth
4.5. Market trends
5.5 key findings
6. Marketing plan
6.1. Overview
6.2. Product
6.3. Price
6.4. Place
6.5. Promotion
7.4. Key personnel
8. Financial plan
8.1. Overview
8.2. Set-up costs
9. Action plan
10. Exhibits

8. Financial plan
8.1.Overview - Guiding principles

8. Financial plan
8.1.Overview - Template
Financial Plan
Start-up
capital
Financial
ratios
Profit and loss
forecast
Balance sheet
forecast
Cash Flow
forecast
Set-up costs

8. Financial plan
8.2.Set-up costs - Guiding principles

8. Financial plan
8.2.Set-up costs - Template
Accountant's fees $100
Solicitor's fees $100
Business registration $100
Domain name registration $50
Insurance $400
Licences $400
Workers compensation $800
Total $1,950
Lease deposit $1,000
Advance rent $1,000
Stationery and office supplies $500
Equipment $100
Vehicles $5,000
Telecommunications $400
Computers and software $1,000
Total $9,000
Advertising and promotion $1,000
Raw materials and supplies $1,000
Working capital $500
Total $2,500
I.Setting up the business
II.Setting up the premises and equipement
III.Starting Operations
I.Setting up the business $1,950
II.Setting up the premises and equipement $9,000
III.Starting Operations $2,500
Total (I+II+III) $13,450
IV.Total Set-up costs
(e.g. Our total set-up costs will be $13,450)
Example of figures that
you will have to replace
by your own figures

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Business Plan Template created by former Deloitte Management Consultants

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Business Plan Template created by former Deloitte Management Consultants