We all know a business plan is important. But let’s be honest: how many of us actually take the time to write one properly? It’s easy to get swept up in the excitement of a new idea, the buzz of branding, or the thrill of your first customer, while the actual planning gets quietly pushed to the side.
But here’s the truth: a well-structured business plan doesn’t just increase your odds of success, it sets the foundation for it.
So how do you move from procrastinating to planning?
Start with this simple 10-step template. Whether you're starting from scratch or refining an existing idea, this plan will help turn vision into strategy, and strategy into results.
Step 1: Executive Summary
Why it matters: This is your business’s elevator pitch on paper. It sets the tone and gives readers (and yourself) a clear sense of what you're building and why.
What to include:
- Your business idea in one sentence
- Mission and vision
- What problem you're solving and for who
- High-level business structure (e.g., sole trader, company)
- Key leadership or partners
👉 Pro tip: Keep it short but powerful. You can refine it later, but get your core idea down.
Step 2: Company Description
Why it matters: This is the deeper dive into your "why." It shows you know who you are and what you're building.
What to include:
- Purpose and values
- Business history (if any)
- Legal requirements, insurances and compliance
- Target audience and how you're uniquely positioned to serve them
- Short and long-term objectives
👉 Add value: Mention any industry certifications, unique skills, or personal experience that gives you an edge.
Step 3: Market Analysis
Why it matters: Understanding your market is non-negotiable. The better you know your audience and competitors, the smarter your strategy.
What to include:
- Key industry trends (hello, AI and sustainability)
- Customer personas: who they are, what they value
- Competitor analysis: strengths, gaps, and your point of difference
- Market size and opportunity
👉 Actionable tip: Use tools like Google Trends, industry research or even customer surveys to inform this section.
Step 4: Organisation and Management
Why it matters: This shows who’s doing what, and why they’re the right fit. Important for you and potential investors (if applicable)
What to include:
- Org chart (even if it’s just you right now)
- Roles and responsibilities
- Management bios or founder profiles
- Advisors, mentors, partners
👉 Look ahead: Outline any future hires or skill gaps that will be needed as you grow.
Step 5: Products or Services
Why it matters: This is where you show how your offering solves a real problem, and why it’s worth paying for.
What to include:
- Description of your product or service
- Benefits to the customer
- Pricing strategy and positioning
- Lifecycle (is it a one-time purchase or ongoing?)
- IP or innovation (if applicable)
👉 Dig deeper: Talk about customer experience here too. How will they feel using your product or service, focus on why it matters to your customer.
Step 6: Marketing and Sales Strategy
Why it matters: Great ideas don’t sell themselves. Your marketing plan should show how you’ll attract, convert, and keep customers.
What to include:
- Brand positioning and messaging
- Channels: email, social, partnerships, SEO, PR
- Sales funnel, lead generation and customer journey
- Retention strategies
👉 Budget: Set a budget for marketing, even a small one, and experiment with 2–3 channels to start. Then track what works.
Step 7: Financial Projections
Why it matters: Numbers aren’t just for the accountant. They tell your growth story, help you set goals, and make better decisions.
What to include:
- 12–36 month sales forecast
- Expenses and break-even point
- Profit margins
- Cash flow forecast
- Key metrics to track (e.g., customer acquisition cost, lifetime value)
👉 Be realistic: Start with estimates and explain your assumptions.
Step 8: Funding Request (if applicable)
Why it matters: If you’re seeking capital, you need to show not just how much but why, and what it will achieve. Show how the funding will drive results.
What to include:
- How much funding you need
- What it will be used for
- Terms (equity, loan, grant?)
- Your financial projections with funding factored in
👉 Stand out: Be transparent about your plan for ROI, for both you and any potential investor.
Step 9: Appendix
Why it matters: This is your supporting evidence. Use it to build credibility and keep the main plan clear.
What to include:
- Licenses, registrations, insurances
- Product images or brochures
- Customer testimonials or survey data or market research
- CVs or bios
- Any legal agreements or contracts
👉 Keep it clean: Don’t overwhelm here, only include what strengthens your plan.
Step 10: Review and Update
Why it matters: A business plan is a living document. The most successful businesses update theirs regularly.
What to include:
- Review schedule (e.g., every 90 days)
- Success metrics and how you'll track them
- A system for updating goals, budgets, or timelines
- Triggers for plan updates (e.g., market shifts, new competitors)
👉 Make it a habit: Schedule a quarterly planning day with your team, or solo, and review what’s working, what’s not, and what needs to shift.
Final Thoughts
The most successful businesses aren’t the ones that never hit roadblocks, they’re the ones that plan, pivot, and keep going.
So go ahead, use this 10-step framework, adapt it to your needs, and commit to reviewing it regularly. Planning isn’t a one-time thing, make it a regular habit.
Bonus resource:
Grab our super simple one-page business plan here, perfect for quarterly check-ins or just getting your thoughts in order fast.
And if you want some more personalised help putting your plan together get in touch, I’d love to hear from you.
