Business Plan

Template
You can edit your own version in one of two ways:
1. Edit this version to fit your needs
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How to Use This Template

This template should be used as a jumping off point for your company’s business plan.

Included are sections common in most business plans, as well as prompts for you to fill out your
company’s information. Included in this template are three sections:

1. A plain text template for you to completely customize.

2. A designed template for when your design resources are limited.
3. An example plan for you to see what yours might look like when finished.

Once complete, this plan can be shared with potential investors, company leadership, or
whomever you see fit.

Keep in mind, this template is designed to be completely customized by your company. If you
feel there are sections included that you would rather omit, or if you think a section is missing,
you are encouraged to make those changes as you see fit for your business.

Click Here to Jump to the Click Here to Jump to the Click Here to Jump to the
Plain Text Version of the Pre-Designed Version of the Completed Example Version
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Business Plan Tem-
plate
Plain Text Version
 Company Logo

[Company Name]

[Company Address]
[Company Phone Number]

Prepared By:
[Your Name]
[Your Role]
[Your Email]
Table of Contents

1. Executive Summary……………………………………………………………………….##
2. Company & Business Description……………….…….…….…….…...……………….##
3. Product & Services Line………………………....…………………….….…….………..##
4. Market Analysis…………………………………………….…...….….…….…………....##
5. Marketing Plan…………...………………………………………………….…………….##
6. Sales Plan…………………....……………………………….…….…….…….………….##
7. Legal Notes………….....………………………………………………………………….##
8. Financial Considerations…………….….….…………………………………………….##
9. Appendix……………………………….………………………………………………….##
Executive Summary
[Provide a one-two page overview of the business and highlight the most crucial pieces of information for
readers. Typically, this brief executive summary includes:

● A Mission Statement
● The Company History and Leadership Model
● An Overview of Competitive Advantage(s)
● Financial Projections
● Company Goals
● An Ask From Potential Investors]
Company & Business Description

Company Purpose

[Provide a 1-2 paragraph description of your business, specifically highlighting what types of products/
services you will provide, who your target market is, and why you think you’ll succeed with your current
business plan.]

Mission/Vision Statement

[Insert your company’s mission and/or vision statement.]

Core Values

[Outline your company’s core values and why they were chosen.]

Team & Org Structure

[Provide an overview of your company. Who are the employees in key leadership roles, and what experi-
ence will they bring? How will your organization be structured?]
Products and Services Line

Product Offering(s)

[Describe your product line in more detail, if applicable. List each product and its functionality.]

Service Offerings

[Describe your service line in more detail, if applicable. List each service and why you’re offering it.]

Pricing Model

[What will you charge for each of your products and services? What will your markups be and why? (If
you need help determining what your pricing model should be, try using our Sales Pricing Calculator).]
Market Analysis

Target Market

[Outline the market you’re targeting and why you’re doing so. Highlight the demographics, psychograph-
ics, and size of your total addressable market.]

Buyer Personas

[Who are you targeting? Buyer personas are semi-fictional representation of your ideal customer based on
market research and real data about your existing customers. Outline these ideal customer personas here,
and if you’re creating these personas from scratch, try using this free Buyer Persona Generator.]

Location Analysis

[Explain why you’ve chosen your (proposed) location and what benefits you expect to see from it.]

Competitor Analysis

[Explain the state of competition in your industry. You might want to include a SWOT analysis or a
Porter’s Five Forces analysis here or in your appendix.

To summarize this info, list your top competitors as well as the following information for each competi-
tor:]

● Comparative Strength – What are your company’s assets that this competitor does not have?
● Comparative Weakness – In what areas or attributes do your competitors outperform you?
● Counterpoints – If a comparative weakness is mentioned in sales negotiations, which counter-
points can be used to address those weaknesses?

Competitor Name Comparative Strength(s) Comparative Counterpoint(s)

Weakness(es)
Competitor A

Competitor B
Competitor C
Marketing Plan

Positioning Strategy

[Why are potential buyers going to be interested in your product? How will you address your buyer per-
sona’s biggest challenges and goals? How will you use a website to your advantage?]

Acquisition Channels

[What are your main customer acquisition channels (e.g., search engine marketing, event marketing, blog-
ging, co-marketing, paid, etc.) and what do you plan to prioritize this year?]

Tools and Technology

[What systems will you equip your marketing team with? Will you use a CMS, marketing automation
software, or blogging software? If so, list it here.]
Sales Plan

Sales Methodology

[How will you reach and engage with new leads? Are you pursuing an inbound or outbound sales strat-
egy? Why does your prospecting strategy make sense for your business?]

Sales Organization Structure

[Who will be in charge of selling your products and/or services? How will sales and marketing work to-
gether? How will the breakdown of roles look?]

Sales Channels

[What will you utilize to sell your products? Will you sell online, in stores, or through sales reps? Are you
going to sell at your own store or distribute to other stores?]

Tools and Technology

[Describe the sales tools you will utilize – such as live chat, website and ecommerce sales integrations,
your CRM software, and call software – and how they will help you hit your goal.]
Legal Notes

Legal Structure

[What type of legal structure will your business be?]

Legal Considerations

[What legal considerations does your business need to keep in mind for its core operating procedures?
List all government registrations, permits, health codes, insurance requirements, and zoning laws you
need to address and how you have addressed/will address them.]
Financial Considerations

Startup Costs

[Outline each of your startup costs as a line item, followed by a total cost. You may also want to provide a
more detailed list of costs – including vendors and payment dates – in the appendix].

Sales Forecasts

[Provide your sales forecasts for the next several quarters or years. You may want to summarize the fore-
casts and point to a bottom-line metric, then point to a more detailed spreadsheet in your appendix.]

Break-Even Analysis

[Share at which point in time and after how many dollars/units in sales are reached before you break even.
You may want to attach a more in-depth break-even analysis in the appendix if this section gets too con-
voluted.]

Projected P&L

[Explain your profit and loss projections for at least one year. If you’re expected to turn a profit shortly
after one year, include that date in this section. If not, point readers to the full projected P&L in the ap-
pendix.]

Funding Requirements

[What funding will you need in the immediate future to make your business a success?]
Appendix
[The following sections are each optional – feel free to include, exclude, or add any charts or information
you think is appropriate.

● Floor plans
● Patents
● Org chart
● Financial charts]
Did We Miss Something?
Add another section here if you need it.
Business Plan Tem-
plate
Designed Version
 Company Name

Title of Document

Date
 Executive Summary #
Table of Con-
tents Company & Business Description #

Product & Services Line #

Market Analysis #

Marketing Plan #

Sales Plan #

Legal Notes #

Financial Considerations #

Appendix #

Executive Summary
Provide a one-two page overview of the business and highlight the most crucial pieces of infor-
mation for readers. Typically, this brief executive summary includes:
 ● A Mission Statement
● The Company History and Leadership Model
● An Overview of Competitive Advantage(s)
● Financial Projections
● Company Goals
● An Ask From Potential Investors

[Enter Executive Summary Here]

Pro Tip
Wait until you’ve finished your business plan before writing this sec-
tion. That way, you can summarize what has already been written.
Company & Business Description
Company Purpose
Provide a 1-2 paragraph description of your business, specifically highlighting what types of
products/services you will provide, who your target market is, and why you think you’ll succeed
with your current business plan.

[Enter Company Description Here]

Mission/Vision Statement
[Enter Mission/Vision Statement Here]

Pro Tip
Need inspiration for your mission statement? Check out our guide of
100 mission statement examples and templates.

Core Values
Your company’s core values define your purpose. List out your core values, why they were cho-
sen, and how your company embodies them.

[Enter Core Values Here]

Pro Tip
Still selecting your core values? Review some common ones in this
blog post to help you narrow them down.
Team & Org Structure
Provide an overview of your company. Who are the employees in key leadership roles, and what
experience will they bring? How will your organization be structured?

[Enter Org Structure Here]

Free Resource
Use HubSpot’s Org Chart Templates to outline your company’s org
structure.
Products and Services Line
Product Offering(s)
Describe your product line in more detail, if applicable. List each product and its functionality.

[Enter Product Offering(s) Here]

Service Offering(s)
Describe your service line in more detail, if applicable. List each service and why you’re offering
it.
[Enter Service Offering(s) Here]

Pricing Model
What will you charge for each of your products and services? What will your markups be and
why?

[Enter Pricing Model Here]

Free Resource
Use HubSpot’s Sales Pricing Strategy Calculator to determine your
business’s ideal pricing model.
Market Analysis
Target Market
Outline the market you’re targeting and why you’re doing so. Highlight the demographics, psy-
chographics, and size of your total addressable market.

[Enter Target Market Here]

Buyer Personas
Who are you targeting? Buyer personas are semi-fictional representations of your ideal customer
based on market research and real data about your existing customer.
[Enter Buyer Persona(s) Here]

Free Resource
Starting from scratch? Use HubSpot’s Buyer Persona Templates to
build your personas.

Location Analysis
Explain why you’ve chosen your (proposed) location and what benefits you expect to see from it.

[Enter Location Analysis Here]

Competitor Analysis
Explain the state of competition in your industry. You might want to include a SWOT analysis or
a Porter’s Five Forces analysis here or in your appendix.

To summarize this info, list your top competitors as well as the following information for each
competitor:

● Comparative Strength – What are your company’s assets that this competitor does not
have?
 ● Comparative Weakness – In what areas or attributes do your competitors outperform
you?
● Counterpoints – If a comparative weakness is mentioned in sales negotiations, which
counterpoints can be used to address those weaknesses?

[Enter Competitor Analysis Below]

Comparative Comparative Counter-

Strength(s) Weakness(es) point(s)

Competitor
A

Competitor
B

Competitor
C

Free Resource
Use HubSpot’s 10 Competitive Analysis Templates to complete a
deeper dive on your key competitors.
Marketing Plan
Free Resource
HubSpot’s Marketing Plan Template allows you to go more in-depth
on your marketing strategy.

Positioning Strategy
Why are potential buyers going to be interested in your product? How will you address your
buyer persona’s biggest challenges and goals? How will you use a website to your advantage?

[Enter Positioning Strategy Here]

Acquisition Channels
What are your main customer acquisition channels (e.g., search engine marketing, event market-
ing, blogging, co-marketing, paid, etc.) and what do you plan to prioritize this year?
[Enter Acquisition Channels Here]

Tools and Technology

What systems will you equip your marketing team with? Will you use a CMS, marketing auto-
mation software, or blogging software? If so, list it here.

[Enter Tools and Technology Here]

Pro Tip
HubSpot has free marketing, sales, and customer service software that
you can start using today.
Sales Plan
Free Resource
HubSpot’s Sales Plan Template gives your team the ability to flesh
out your sales strategy and goal.

Sales Methodology
How will you reach and engage with new leads? Are you pursuing an inbound or outbound sales
strategy? Why does your prospecting strategy make sense for your business?

[Enter Sales Methodology Here]

Sales Organization Structure

Who will be in charge of selling your products and/or services? How will sales and marketing
work together? How will the breakdown of roles look?
[Enter Sales Organization Structure Here]

Sales Channels
What will you utilize to sell your products? Will you sell online, in stores, or through sales reps?
Are you going to sell at your own store or distribute to other stores?
[Enter Sales Channels Here]

Tools and Technology

Describe the sales tools you will utilize – such as live chat, website and ecommerce sales integra-
tions, your CRM software, and call software – and how they will help you hit your goal.

[Enter Tools and Technology Here]

Pro Tip
HubSpot has free sales software that you can start using today.
Legal Notes
Legal Structure
What type of legal structure will your business be?

[Enter Legal Structure Here]

Pro Tip
Make sure your legal structure aligns with the options presented by
the IRS.

Legal Considerations
What legal considerations does your business need to keep in mind for its core operating proce-
dures? List all government registrations, permits, health codes, insurance requirements, and zon-
ing laws you need to address and how you have addressed/will address them.

[Enter Legal Considerations Here]

Financial Considerations
Startup Costs
Outline each of your startup costs as a line item, followed by a total cost. You may also want to
provide a more detailed list of costs – including vendors and payment dates – in the appendix.

[Enter Startup Costs Here]

Sales Forecasts
Provide your sales forecasts for the next several quarters or years. You may want to summarize
the forecasts and point to a bottom-line metric, then point to a more detailed spreadsheet in your
appendix.

[Enter Sales Forecasts Here]

Free Resource
Build out your sales forecasts with HubSpot’s Free Sales Conversion
Rate Template.

Break-Even Analysis
Share at which point in time and after how many dollars/units in sales are reached before you
break even. You may want to attach a more in-depth break-even analysis in the appendix if this
section gets too convoluted.

[Enter Break Even Analysis Here]

Projected P&L
Explain your profit and loss projections for at least one year. If you’re expected to turn a profit
shortly after one year, include that date in this section. If not, point readers to the full projected
P&L in the appendix.

[Enter Projected P&L Here]

Funding Requirements
What funding will you need in the immediate future to make your business a success?

[Enter Funding Requirements Here]

Appendix
The following sections are each optional – feel free to include, exclude, or add any charts or in-
formation you think is appropriate.

● Floor plans
● Patents
● Org chart
● Financial charts

[Enter Appendix Here]

Did We Miss Something?
Add another section here if you need it.
Business Plan Tem-
plate
Completed Example Version
 Providence Food Suppliers

Business Plan

2023
 Executive Summary 1
Table of Con-
tents Company & Business Description 2

Product & Services Line 4

Market Analysis 5

Marketing Plan 7

Sales Plan 8

Legal Notes 9

Financial Considerations 10

Executive Summary
Providence Food Suppliers is the only food provider in the country that is made by Rhode Is-
lander, for Rhode Islanders. We work exclusively with local farmers and vendors to source the
state’s best meats, produce, and ingredients to supply restaurants and hospitality businesses with
products from their own state. In turn, these businesses can take pride in serving Rhode Islanders
with food that came not from a plane or a coast-to-coast delivery truck, but from the farm in the
town over.

Positioned as the provisions solution for this state, we’re poised to become a staple in the Rhode
Island restaurant community. That’s why our mission is to provide Rhode Island food to Rhode
Island restaurants, particularly with our core values of community, sustainability, and authentic-
ity.

Upon an in-depth analysis of our market, we’ve come to the conclusion that we will be able to
gross more than $2.5 million in revenue by the end of this year. Through a combination of in-
bound and outbound efforts to Rhode Island’s restaurant community, we will be able to obtain
more than a 30% market share with an aggressive marketing and sales strategy. Ultimately, we
will turn a profit as a result of connecting Rhode Island businesses and their customers.

To fuel our growth and help us hit our goals, we’re seeking a $1,000,000 investment in our com-
pany. This will help us cover our startup costs and provide us with approximately one year’s
worth of operating capital while we work to recoup our initial investment, with an ultimate goal
of breaking even in two years.
Company & Business Description
Company Purpose
Providence Food Suppliers provides restaurants and foodservice businesses with high-quality in-
gredients at unparalleled value. Serving the state of Rhode Island and the immediate surrounding
area, PFS sources local food and beverage for restaurants, hotels, schools, breweries, and more.

Founded and based in Rhode Island, we’re dedicated to keeping Rhode Island in Rhode Island.
We want to emphasize the communal aspect of eating by connecting Rhode Island producers
with local restaurants. We believe this focus will help us appeal to our neighbor restaurants and
build a valued, authentic business.

Mission/Vision Statement
Our mission is to provide Rhode Island food to Rhode Island restaurants.

Core Values
Community: Our company exists because we want to emphasize community and promote local
businesses while also helping local restaurants get amazing ingredients.

Sustainability: By keeping our food sourcing in the Rhode Island area, we’re reducing the carbon
footprint it takes to ship food worldwide.

Authenticity: We work with farmers and providers who value producing ingredients naturally
and with care. We want our customers to use only the very best products in their kitchens.

Team & Org Structure

Jeffrey Allen, PFS’s CEO, heads up our three-division company. See the chart below to see our
org structure layout.
Product Line
Product Offering
PFS offers a range of food supplies for foodservice companies. Our options include, but are not
limited to:

● Produce
● Meats
● Dairy Products
● Beverages
● Seasoning and Spices
● Breads

In addition, PFS provides common kitchen supplies such as shrink wrap, aluminum foil, contain-
ers, and more.

Pricing Model
PFS offers a progressive pricing strategy that incentivizes larger orders. There are three levels of
pricing. Depending on the ingredient, price-per-unit will go down after a certain threshold. For
example, our chicken breast sells for $2.50 per pound up to $1,000. Anything ordered between
$1,000 and $2,000 costs $2 per pound, and anything in excess of $2,000 costs $1.75 per pound.

With this model, we’ll encourage our customers to place larger orders and increase our revenue
per shipment.
Market Analysis
Target Market
Our target market is restaurants operating in Rhode Island and the immediate vicinity. Our prod-
ucts reach restaurants in Massachusetts, Connecticut, and even New York.

Primarily, our products appeal to new restaurateurs whose business is brand new or less than two
years old. Due to our emphasis on local sourcing and community building, we appeal to those
who have not already established a set way of operating or have pre-existing relationships with
larger food suppliers. This yields a total of 15,000 restaurants in the state or within a 30 minute
drive of the border who make up our total addressable market.

Buyer Persona

Location Analysis
Our location in Smithfield, Rhode Island gives us easy access to all of our most common destina-
tions. We’re less than 20 minutes to downtown Providence and to the borders of Massachusetts
and Connecticut.

Competitor Analysis

Comparative Comparative Counter-

Strength(s) Weakness(es) point(s)
PFS has a hy- NF has much You’re paying
per -focus on lower prices for fresher, bet-
National Food Rhode Island due to national ter food from
and an empha- operations. your own com-
sis on local. munity.

PFS offers more USA’s meats PFS supports local

than just meat, are considered and sustainably-
USA Meat making ordering the best quality sourced meats that
Providers easier and from in the nation. USA doesn’t.
one vendor.

Our provisions are NEP has a Again, our hy-

fresher and of wider reach, per-focus is on
New England higher quality than thus more capi- Rhode Island
Provisions NEP. tal and influ- and commu-
ence, and low nity.
prices.
Marketing Plan
Positioning Strategy
Rhode Island is the forgotten state. By positioning ourselves as the champion of Rhode Island, its
inhabitants, and its entire food scene, we’ll be synonymous with restaurants in the area.

As a full-service food provider, we’ll take the headache out of having to work with multiple
providers and offer immediate, fresh, and locally-sourced products for our clients. That way they
can focus on creating a great guest experience without having to worry about when or if their
next shipment will arrive.

Acquisition Channels
Our main acquisition channels are as follows:
● Event Marketing: We will attend local restaurant events and conferences to promote our
provisions in Rhode Island and surrounding states.
● Paid Marketing: We will invest in SEM on Google to target keywords pertaining to food
provisions, geo-focused on Rhode Island and surrounding states.
● Website Marketing: We will optimize our website for relevant keywords and perfect our
conversion path to ensure those who come on our website stay on our website.

Tools and Technology

To manage our digital presence, we will employ the following tech tools:

● HubSpot CMS: Will manage our website with HubSpot and publish all of our content
through it.
● Marketing Automation Software: To engage our leads in workflows, we will use automa-
tion tools.
● HubSpot CRM: We’ll use HubSpot CRM to track and maintain relationships with our
contacts.
Sales Plan
Sales Methodology
Our strategy will be a part inbound, part outbound strategy. Inbound will be enacted using the ac-
quisition channels listed above in the Marketing Plan Section.

For our outbound work, we will work on account-based sales. We want to build relationships
with Rhode Island’s most prominent restaurants, and to do that, we need to take an active role in
forming these connections.

Sales Organization Structure

We have two in-house BDRs to work out inbound and outbound funnel from the office. We also
have three outbound sales reps to actively form connections and respond to in-person inquiries.
The team is headed up by our VP of Sales, who reports to our CRO.

Tools and Technology

We will utilize HubSpot Sales Software to manage our prospects’ sales cycle and information.
This software also builds our sales reports, tracks revenue, and analyzes our goal analysis.
Legal Notes
Legal Structure
Providence Food Provides is an LLC and a fully licensed business.

Legal Considerations
Our biggest considerations come from the FDA. We work closely with local professionals to en-
sure our sourcing, storage, and delivery is safe and compliant with these restrictions. We’re also
fully compliant with restrictions for states in all of New England + New York to cover our bases
as we expand.
Financial Considerations
Startup Costs

Description Cost
Marketing $50,000
Real Estate and Storage $400,000
Inventory $20,000
Delivery Trucks $80,000
Hiring Costs $200,000
Total $750,000

Sales Forecasts
We’re projecting $2.5 million in annual revenue by the end of the year, assuming a 4% month-
over-month growth attainment.

Funding Requirements
To help us fuel our growth, we’re seeking $1,000,000 to supplement our $250,000 of self-in-
vested funds.
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