8. The business plan introduction serves as the “bird’s-eye
view” of your plan. It is written as an overview while not
going into details. That’s what the remainder of the plan
ought to do. The introduction sets the tone of your
WHAT IS BUSINESS PLAN INTRODUCTION
10. There are two main components of a business
plan introduction; (1) the business concept
and model (2) the business model
Should have the essence of the business in a short but
powerful manner. It emphasizes the value of the
product to be offered to the target customers who
would most likely buy it.
A formula on how the business plans to
make money out of the business. There
are four areas of moneymaking which
the business model should address:
18. As an entrepreneur, it is suggested that one should think
of goals and objectives this way;
1. Goals tell you wherever you want to go;
objectives tell you precisely the way to get there.
2. Goals will increase your effectiveness; objectives back your goals
, and cause you to be more economical.
3. Goals are usually represented in words; objectives
usually go together with numbers and specific dates
20. Why is it important that your executive summary
is written perfectly?
23. The executive summary summarizes the
necessary details of the business plan for its
The content of the executive summary should
be clear and brief but also stimulates the
reader to read the rest of the business plan.
24. The Contents of the Executive Summary
A typical executive summary for a startup business includes the
● The business opportunity - It describes the needs of the target
● Taking advantage of the opportunity - You need to explain how your
business will serve the market.
● The target market - You need to describe your market based on the
analysis that you will conduct.
● Business model - You need to describe and think of products or
services and justify in what way it will make it appealing to your target
25. • Marketing and sales strategy - You need to have a brief
outline of your marketing strategy for your products or
services that you will offer.
• The competition - Describe your competition and your
strategy for getting market share. You will also identify
your competitive advantage.
• Financial analysis - Summarize the financial statement
together with projections for a minimum of three
26. • Owners/Staff - You need to describe the
owners and also the key employees and the
experience they convey to the venture.
• Implementation plan - As an entrepreneur,
you need to define the schedule for taking
your business from the planning stage to its
28. For established businesses, the executive summary usually includes data
regarding achievements, growth plans, etc. A typical executive summary
outline for an established business includes:
● Mission Statement – It describes what your company does
and indicates the company’s core values and business
● Company Information – It contains a brief history of the
company. It describes and introduces the products and/or
services, the place and the year it was formed, owner/s and
its key employees, substantial data such as the number of
employees, and business locations
29. Business Highlights – It presents a quick glance of the evolution of
the business - how it has grown, including profitability, increases in
market share, and the number of customers served.
● Financial Summary – It contains a brief financial summary if the
purpose of the business plan is for expansion and network growth.
● Future goals – It describes the goals and future plans for the
business. If the intention of the business plan is to seek financing, it
explains how these additional funds will be used to expand the
business and/ or increase profits.
You need to end your business plan’s executive summary
with a strong and clinching closing sentence that will
justify why your proposed business is a winning one.
31. Example: Executive Summary of an Anime Store
Johanne’s Bakery (JB) is a starting coffee and cake shop located in San
Pedro City, Laguna. JB is expected to catch the interest of its loyal and regular
customers with a variety of coffee, pastry, and cake products. The company
plans to have a strong market established in the town because of its mild
competitive climate and our partner’s experience in the area.
JB aims to offer its bread and pastry products at a competitive price to
meet the needs and demands of the lower-to-middle income local market
area residents and tourists.
Because of its variety of product offerings, Johanne’s Bakery will be the
No. 1 coffee and bakeshop in the city.
33. • Focus on providing a summary. The business plan itself can offer
the details of the business, and the readers of your plan don’t wish
to have their time wasted. So just input the important details in
the executive summary.
• Keep your language sturdy and positive. Don’t weaken your
executive summary with non-sturdy language. Rather than writing,
“The Anime Store could be the best anime store in the country,”
write “The Anime Store is the best anime store in the country.”
34. Keep it short - no over two pages long. Resist the temptation to pad your
business plan’s executive summary with details (or pleas). The duty of the
executive summary is to present the facts and stimulate your reader to
read the remainder of the business plan, not to tell everything.
Polish your executive summary. Read it aloud. Does it flow smoothly, or it
sounds choppy? Check for clarity. Once it sounds smart to you, have
another person who is not aware yet of your business scan it, and create
suggestions for improvement.
Put yourself in your readers’ place. Browse your executive summary once
more. Does it generate interest or excitement for you as a reader? If not,
35. The Business Proponents This section of your business plan
contains information about the business proponents or the
stakeholders of your business. There are four (4) types of
Types of Stakeholder Description
Resource Mobilizers They are the investors who are willing to
take a position within the business. They
are the ones who will share in the capital of
Technology Providers and Applicator They are the ones who can think about the
technologies that the business needs. They
are also the ones who can analyze if the
budget is enough to make use of
technologies and if there's enough funds
that they can use to acquire it.
36. Types of Stakeholder Description
Government and Top Management having leaders doesn’t mean that other
members can’t participate. Because as a team
within the business, the suggestions and
approval of every individual are extremely
necessary. In this part, they will be able to
formulate different ideas and thoughts which
will improve the business.
Operations and Support Team These are members that will create the main
product. Others will work for the
implementation of the business and might
operate the institution. There are also
members who can work as the advertisers of
the business. Others can be the ones who will
become sellers, cashiers, and other support
staff of the business.
37. THANK YOU , DEAR
I hope you had so much fun and at the same time
learned something from me. God bless.