Outline of a Strategic

Business Plan
Carl Mark B. Miniano, Ph.D., FBE
Dean, College of Business Administration
ADAMSON UNIVERSITY

i. Title Page
! This section indicates the title of your business plan.
! It should follow the thesis title page format and style
prescribed by Adamson University Graduate School.

ii. Acknowledgement
! This portion contains your acknowledgement of any
institution, firm, association or individual whom you
would like to thank or appreciate (if there is any), for
the help they have extended in the completion of
your business plan.

iii. Table of Contents

! This section indicates the specific page numbers
where each part of the plan can be found.

iv. List of Tables

! This part indicates the table number and title of all
the tables that can be found in your business plan.
Make sure to indicate the specific page number where
the table can be found.

v. List of Figures
! If there are figures, graphs or diagrams that can be
found in your business plan, this is the portion where
you indicate all of it.
! It should contain the figure number, the name of the
figure and the specific page where the figure can be
found.

1.0 Cover Sheet

! This part indicates the following:
! ! Business Name, address, phone number and website
of the company (proposed or existing)
! !

Business Logo or Service Marks if there is any.

! !

Your name

2.0 Executive Summary

! The executive summary is the abstract of your business plan. It summarizes the content
and purpose of your finished plan, covering all of the key points. This is a key section if
you are seeking funding. This part should contain the following:

! 2.1 Your Company (introductory overview - who, what, where it is and why it is unique)
! 2.2 Market Opportunity (opportunities your company is positioned to take advantage of)
! 2.3 Capital Requirements, Breakdown of Uses of Funds, Repayment of Loan or Benefits
! to Investors.
! 2.4 Mission Statement
! 2.5 Management (who they are and strengths each one brings to the company)
! 2.6 Competitors (direct and indirect); list their strengths and weaknesses.
! 2.7 Your Company's Competitive Advantages
! 2.8 Financial Projections (summary of Income Statement Projections for next 3 years)

3.0 Organizational Plan

! This section should include a "summary description of
your business" statement followed by information on the
"administrative" end of your company.

3.1 Summary Description of the

Business
! In a paragraph or two give a broad overview of the nature of your business, telling
when and why the company was formed (or will be formed). Then complete the
summary by briefly addressing the following :
! 3.1.1 Company Mission (projecting short- and long-term goals)
! 3.1.2 Business model (describe your company's model and why it is unique to your
industry)
! 3.1.3 Business Strategy (give an overview of the strategy, focusing on short- and
long-term objectives)
! 3.1.4 Strategic relationships (tell about any existing strategic relationships)
! 3.1.5 SWOT Analysis (strengths, weaknesses, opportunities, and threats that
! your company will face, both internal and external)

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3.2 Products or Services

! 3.2.1 If you are the manufacturer and/or wholesale
distributor of a product: Describe your products. Tell briefly
about your manufacturing process. Include information on
suppliers and availability of materials. Technical description
of the product and its other service components.
! 3.2.2 If you are a retailer and/or an e-tailer: Provide the
technical description of the products. Include information
about your sources and handling of inventory and fulfillment.
! 3.2.3 If you provide a service: Describe your services List
future products or services you plan to provide.

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4.0 Administrative Plan

! This part indicates your plan on how to administer your
proposed business. It should cover how you will make
the operations flow smoothly in the aspect of human
resources.

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4.1 Management
! 4.1.1 Type of Business Organization
! 4.1.2 Organizational Structure
! 4.1.3 Job Description, Specification, salary range and reporting
relationship
! of each position.
! 4.1.4 Recruitment, Selection, Placement Plan (Plan on how you will
recruit
! employees)
! 4.1.5 Training and Development Plan (Plan on how you will train and
! develop your employees)
! 4.1.6 Compensation and Benefit Plan (Plan on how you will compensate
! and reward your employees on their work and accomplishments)
! 4.1.7 Employee Health and Safety Plan (Plan on how to make sure that
employees are free from work related hazards/accidents/sickness and
! how to ensure that they are healthy and stress free.

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5.0 Technical Plan

! This part indicates all the technical aspects of your
proposed business plan including the following:

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5.1 Intellectual Property

! 5.1.1.1 Indicate if you will have Copyrights,
Trademarks, and Patents
! 5.1.1.2 Back up in Supporting Documents with photos,
diagrams, etc.

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5.2 Location
! 5.2.1.1 Describe your projected or current location.
! 5.2.1.2 Vicinity map
! 5.2.1.3 Project costs associated with the location.
! 5.2.1.4 Include legal agreements, utilities forecasts,
etc. in Supporting Documents.

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! 5.3 Facility Layout and Location Plan (Shows the

physical layout of your office, plant or outlet)
! 5.4 Production Process Plan or Service Process Plan
(Procedure Plan on how you will make your products or
how you will provide the service to your clients). Please
include paragraph descriptions and flowcharts.
! 5.5 Logistics and Purchasing Plan (Plan on how
logistical materials and supplies will be bought and
acquired.

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! 5.6 Inventory Management Plan (Plan on how you are going

to manage and control your raw materials, supplies and
finished goods)
! 5.7 Risk Management Plan (Identify all the possible risk in
Human, Physical and Financial Resources and your plan on
how such risk should be avoided, reduced or managed.)
! 5.8 Research and Development Plan (Plan on how to make
sure that the company is always updated in terms of trends
whether on systems, technology or methods)

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6.0 The Marketing Plan

! This portion presents a thorough analysis of the specific
market that you want to target for your proposed
business.
! This part also indicates your detailed analysis of the
marketing strategies employed by your existing
competitors specifically narrowing on their strengths
and weaknesses and the opportunities and threats that
are present in the industry where your proposed
business belongs.
! The last part is your proposed strategies considering
your competitors and industry analysis.

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! 6.1 Industry Analysis (Analysis of the Industry where your

business belongs or will belong) Please use Michael Porters
Five Forces Model.
! 6.2 Market Analysis
! 6.2.1. Target Market Analysis (identify with demographics,
psychographics, and niche market specifics)
! 6.2.2. Competitors Analysis (Identify the names, specific
location/addresses of your competitors in the area and list
their strengths and weaknesses in the following areas; Price,
Distribution, Advertising, Promotions, Customer Service,
Location, Facilities, Technologies, Office Ambience, Staff etc.

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6.3 Marketing Strategies

! 6.2.3 Market Trends Analysis (identify industry trends
and customer trends)
! 6.2.4 Market Research and Information Plan (Plan on
how you will continuously gain information about your
competitors and the industry that you are in.

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! Based on your Competitors Analysis and Industry

Analysis, what will be your specific Marketing Strategies
in the following:
6.3.1 Advertising Strategies (Plan on how to make the
customers aware of your products/services and
promos). Please specify the specific advertising media,
media frequency and targets.
! 6.3.2 Distribution Strategies (plans whether you will sell
on stores, offices, kiosks, catalogs, d/mail, website)

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! 6.3.3 Packaging Strategies (quality considerations and packaging)

! 6.3.4 Pricing Strategies (price strategy and competitive position
! 6.3.5 Branding Strategies
! 6.3.6 Customer Service Strategies
! 6.3.7 Sales Strategies (direct sales, direct mail, email, affiliate, reciprocal, and viral
marketing)
! 6.3.8 Sales Incentives/Promotions (samples, coupons, online promo, add-ons, rebates,
etc.)
! 6.3.9 Public Relations Strategies (online presence, events, press releases, interviews)
! 6.3.10 Networking (memberships and leadership positions)

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7.0 Financial Plan

! The quantitative part of your business plan. This section of
the business plan is the quantitative interpretation of
everything you stated in the organizational, administrative,
technical and marketing plans. Do not do this part of your
plan until you have finished the said sections.
! Financial documents are the records used to show past,
current, and projected finances. The following are the major
documents you will want to include in your Business Plan. The
work is much easier if they are done in the order presented
because they build on each other, utilizing information from
the ones previously developed.

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! 7.1 Summary of Financial Needs (needed only if you are

seeking financing)
! 7.2 Important Financial Assumptions
! 7.3 Key Financial Indicators
! 7.4 Break Even Analysis
! 7.5 Projected Profit and Loss
! 7.6 Projected Cash Flow
! 7.7 Projected Balance Sheet
! * All projections should be for the next five (5) years

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8.0 Appendices
! 8.1 Sample Questionnaires used for the Market Survey
! 8.2 Sample Computations of Financial Projections
! 8.3 Curriculum Vitae