San Jose State University American Pet Products in San Francisco Business Plan

This business plan is a group project.

I am in charged of 2 parts: Business/Industry Overview and Sales and Marketing Plan.

Please follow the template attachment

The business we are doing is a Pet products delivery service, like Doordash/UberEats for pets.

Simple Business Plan Template
Here’s a Simple Business Plan Template for Entrepreneurs
Adopted from: https://www.thebalancesmb.com/
Direct link to the page: https://www.thebalancesmb.com/entrepreneur-simple-business-plantemplate-4126711
Updated June 02, 2019
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Think you have a great idea for a business? That best way to find out whether you do or not is to
do your research and write a business plan to see if your idea is feasible. The simple business
plan template presented here will get you started.
A standard business plan consists of a single document divided into several sections including a
description of the organization, the market research, competitive analysis, sales
strategies, capital and labor requirements, and financial data.
The resulting document can serve as the blueprint for your business and be supplied to financial
institutions or investors if debt or equity financing is needed to get your business off the ground.
Pros of using a business plan template: A good business plan template can help you get your
thoughts organized. It can provide a guideline so you’re not stuck looking at a blank page trying
to figure out where to start. Plus, it shows you the general layout of a standard business plan so
you know what goes where and that you’re not leaving out anything.
A great business plan template will also provide instructions for each step of your plan and show
you what an investor-ready and SBA-approved business plan should look like.
Cons of using a business plan template: While there are benefits to using a business plan
template, depending on your situation it may not be the best way to complete your plan.
There is still going to be a lot of work involved. For instance, not only do you have to complete
the financial spreadsheets, but you have to do the math yourself.
You’ll also have to know enough about the process to be sure you’re getting the numbers in the
right place. So, if you don’t already know what you’re doing with the numbers, the process of
writing your business plan may not be that much easier with a template.
Finally, merging data from Excel spreadsheets into your Word document is harder than it looks.
It’s not easy to keep everything completely up-to-date as you make changes to your numbers,
and integrating the right charts and graphs into your business plan is harder than it looks.
Business Plan Templates Make Sense
However, if you’re new to business planning and just want to get a sense of what a plan looks
like and want to get the process started quickly and cheaply, then downloading a free template is
the best way to get started.
Do I Need a Simple or Detailed Plan?
A corporate business plan for a large organization can be hundreds of pages long. However, for a
small business, it’s best to keep the plan short and concise, especially if you intend to submit it to
bankers or investors. Capping your plan at 30 pages should be sufficient unless you need to
include photos of products, equipment, logos, business premises or site plans, etc. Potential
money lenders and investors want solid research and analysis, not long, wordy descriptions.
How to Use the Template
For a detailed description of each section of the plan, you’ll want to refer to the Guide to Writing
a Business Plan Step By Step.
Once you complete your simple business plan be sure to format it attractively, print it and get it
professionally bound. You want your business plan to convey the best possible physical
impression; make it something people are going to want to pick up and look at.
Simple Business Plan Template
Title Page
Enter your business information including the legal name, address, etc. If you already have a
business logo you can add it at the top or bottom of the title page.
 Business Plan for “Business Name”
 “Date”
 “Business address”
 “Phone”
 “Email”
 “Website”
 If addressing to a company or individual include:
 Presented to: “Name”
 “Company or Financial Institution
Table of Contents:
1. Executive Summary……………………………………….Page #
2. Business/Industry Overview……………………………Page #
3. Market Analysis and Competition……………………Page #
4. Sales and Marketing Plan………………………………Page #
5. Ownership and Management Plan…………………..Page #
6. Operating Plan……………………………………………..Page #
7. Financial Plan……………………………………………….Page #
8. Appendices and Exhibits………………………………..Page #
Section 1: Executive Summary
The executive summary goes near the beginning of the plan but is written last. It provides a
short, concise, and optimistic overview of your business that captures the reader’s attention and
creates a need to learn more. The executive summary should be no more than two pages long,
with brief summaries of other sections of the plan. See How to Write the Executive Summary of
the Business Plan to get you started.
 Describe your mission – what is the need for your new business?
 Introduce your company and the management and ownership.
 Describe your main product and service offerings.
 Briefly describe the customer base you will be targeting and how your business will serve
those customers.
 Summarize the competition and how you will get market share (i.e., what is your
competitive advantage?)
 Briefly outline your financial projections for the first few years of operation.
 Describe your start-up financing requirements (if applicable).
An overview of the industry and how your business will compete in the sector. If you need
guidance, a Business Plan Example of the Industry Section will prove useful.
Section 2: Business/Industry Overview
 Describe the overall nature of the industry, including sales and other statistics.
Include trends and demographics, and economic, cultural, and governmental influences.
If you need help, an Example of the Industry Overview will be useful.
 Describe your business and how it fits into the industry.
 Describe the existing competition.
 Describe what area(s) of the market you will target and what unique, improved or lower
cost services you will offer.
Section 3: Market Analysis and the Competition
In this section, you need to demonstrate that you have thoroughly analyzed the target market and
that there is enough demand for your product or service to make your business viable. The
competitive analysis includes an assessment of your competition and how your business will
compete in the sector. You can turn to How to Write the Competitors Analysis Section of the
Business Plan for help. The Target Market description and Competitive Analysis portions can be
two separate sections in the plan or combined as shown:
 Define the target market(s) for your product or service in your geographic locale. First,
you’ll want to read the Define Your Customer Before Marketing.
 Describe the need for your products or services.
 Estimate the overall size of the market and the units of your product or service the target
market might buy, potential repeat purchase volume, and how the market might be
affected by economic or demographic changes.
 Estimate the volume and value of your sales in comparison with any existing competitors.
It helps to summarize the results in table form as in the following example which
demonstrates that there is a gap in the high-quality sector of the market that your business
intends to target.
 Describe any helpful barriers to entry that may protect your business from competition,
such as access to capital, technology, regulations, employee skill sets, location, etc.
Business Competitor A Competitor B Your Business
Est. Annual Revenue $1,000,000 $600,000 $500,000
Employees 20 10 5
Price Average High High
Quality Low Average High
Section 4: Sales and Marketing Plan
A description of how you intend to entice customers to buy your product(s) or service(s),
including advertising/promotion, pricing strategy, sales and distribution, and post-sales support if
applicable. See The Marketing Plan Section of the Business Plan for a detailed description.
Product or Service Offerings
 Describe your product or service, how it benefits the customer, and what sets it apart
from competitor offerings (i.e., what is your Unique Selling Proposition?).
Pricing Strategy
 Describe how you intend to price your product or service. Pricing has to be competitive
to attract customers but high enough to cover costs and generate a profit. Pricing can be
based on markup from cost, value to the buyer, or in comparison with similar
products/services in the marketplace. Breakeven analysis can help determine sales and
pricing for profitability. You’ll also want to take a look at Pricing Strategies to Increase
Profitability.
Sales and Distribution
 Describe how you will distribute your products to the customer (if applicable). Will you
be selling wholesale or retail? What type of packaging will be required? How will the
product(s) be shipped? What methods will be used for payment?
Advertising and Promotion
 List the different media you will use to get your message to customers (e.g. business
website, email, social media, traditional media like newspapers, etc.). Will you use sales
promotional methods such as free samples, product demonstrations, etc.?
 What marketing materials you’ll use such as business cards, flyers, brochures, etc. What
about product launches and tradeshows? Include an approximate budget
for advertising and promotion.
Section 5: Ownership and Management Plan
This section describes the legal structure, ownership, and (if applicable) the management, and
staffing requirements of your business. See How to Write The Management Plan Section of the
Business Plan before addressing this section.
Ownership Structure
 Describe the legal structure of your company (e.g. corporation, partnership, Limited
Liability Company, or sole proprietorship). List ownership percentages if applicable. If
the business is a sole proprietorship this is the only section required.
Management Team
 Describe managers and their roles, key employee positions, and how each will be
compensated.
External Resources and Services
 List any external professional resources required, such as accountants,
lawyers, consultants, etc.
Human Resources
 List the type and number of employees or contractors you will need and an estimate of
the salary and benefit costs of each.
Advisory Board (if required)
 Include an advisory board as a supplemental management resource (if applicable).
Section 6: Operating Plan
The operating plan outlines the physical requirements of your business, such as office,
warehouse, retail space, equipment, inventory and supplies, labor, etc. For a one-person, homebased consulting business the operating plan will be short and simple, but for a business such as
a restaurant or a manufacturer that requires custom facilities, supply chains, specialized
equipment, and multiple employees, the operating plan needs to be very detailed. The Operating
Plan Section of the Business Plan will provide you with additional information about your
operating plan.
Development (if applicable)
 Explain what you have done to date in terms of identifying possible locations, sources of
equipment, supply chains, etc. Describe your production workflow.
Production:
 For manufacturing, explain how long it takes to produce a unit and when you’ll be able to
start producing your product or service. Include factors that may affect the time frame of
production and how you’ll deal with potential problems such as rush orders.
Facilities
 Describe the physical location of the business including location, land, and building
requirements. Include square footage estimates with room for expansion if expected.
Include the mortgage or leasing costs. Also include estimates of expected maintenance,
utilities, and related overhead costs. Include zoning approvals and other permissions
necessary to operate your business.
Staffing
 Outline expected staffing needs and the main duties of staff members, especially the key
employees. Describe how the employees will be sourced and the employment
relationship (i.e., contract, full-time, part-time, etc.). Detail any employee training needed
and how it will be provided.
Equipment
 Include a list of any specialized equipment needed. Include the cost and whether it will be
leased or purchased and the sources.
Supplies
 If your business is manufacturing, retail, food services, etc. include a description of the
materials needed and how you will reliably source them. Give descriptions of major
suppliers if needed. Describe how you will manage inventory.
Section 7: Financial Plan
The financial plan section is the most important section of the business plan, especially if you
need debt financing or want to attract investors. The financial plan has to demonstrate that
your business will grow and be profitable. To do this, you will need to create projected income
statements, cash flow statements, and balance sheets. For a new business, these are forecasts. A
good rule of thumb is to underestimate revenues and overestimate expenses.
Include your three financial statements. Each is described in Writing the Business Plan: The
Financial Plan, including templates.
Income Statements
 The Income Statement shows your projected Revenues, Expenses and Profit. Do this on a
monthly basis for at least the first year for a startup business.
Cash Flow Projections
 The Cash Flow projection shows your monthly anticipated cash revenues and
disbursements for expenses. It is important for demonstrating that you can manage
your cash flow and will be a good credit risk.
Balance Sheet
 The Balance Sheet is a snapshot summary of the assets, liabilities, and equity of your
business at a particular point in time. For a startup, this would be on the day the business
opens. Note that a new business will have no accounts receivable entries on the balance
sheet. Note also that the Balance Sheet is much simpler for unincorporated businesses
without employees. Income tax, pensions, medical, etc. are only applicable
to incorporated businesses, as are Earnings/Retained Earnings.
Breakeven Analysis
 Including a breakeven analysis will demonstrate to financiers or investors what level of
sales you need to achieve to make a profit. You might need to figure out How to Do a
Breakeven Analysis before tackling this area.
Section 8: Appendices and Exhibits
The appendices and exhibits section contains any detailed information needed to support other
sections of the plan.
Possible Appendix/Exhibit Items
 Credit histories for the business owners
 Detailed market research and analysis of competitors
 Information about your industry
 Information about your products/services
 Site/building/office plans
 Copies of mortgage documents, equipment leases, etc. (or quotes on these)
 Marketing brochures and other materials
 References from business colleagues
 Links to your business website
 Any other supporting material that may impress potential lenders or investors if you are
looking for financing.
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