Section 3: Company or Department Description


The company or department description outlines your management structure, other services you provide, how long you have provided specific services, and other gen- eral information about operations. A brief description of the start-up plan for your new revenue-generating opportunity should also be provided in this section.


Section 4: Organization and Management


The organization and management section should include a broad picture of how all the different parts of your business fit together, such as your department’s organi- zational structure and the qualifications and roles of you and your team. The length of this section will vary depending on the size and complexity of your department or company.


Section 5: Marketing and Sales Management


The marketing and sales management section describes your market penetration strategy, strategies for growing your business, and communications strategies as well as the methods you will use to evaluate the effectiveness of your marketing plan. When determining what tools to use to reach potential customers, marketing experts recommend a combination of the following promotions: advertising, public relations, personal selling, social media, and printed materials (such as brochures, catalogs, and flyers). In your plan, you may want to include sample copies of your actual or pro- posed marketing brochures and flyers, or screenshots from your website.2 Finally, remember that providing an outstanding service is fundamental to


growing your business. Positive word of mouth is gold, from a marketing stand- point.6


Section 6: Service or Product Line


In this section, describe in detail the product or service your business offers. Be sure to emphasize the benefits customers receive from your product or service, how it differs from the competition’s offerings, and the specific need it fills for your target customers. In addition, provide information about the current developmental stage of your product or service (eg, concept, pilot program, or completed program). Also describe how the product or service will be sold, any anticipated copyright or patent filings, and any plans for future product or service lines.


Section 7: Strategy and Implementation


Specificity is critical in the strategy and implementation section of your business plan. Identify management responsibilities, establish and communicate concrete goals, lay out the anticipated timelines for tasks, and provide budgets. Make sure your strategy includes how you plan to track results.


APPENDIX: Developing a Business Plan


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