WRITING A BUSINESS PLAN
No matter what kind or size of business you are starting, it is very important to create a
business plan. It will be your road map to success. It communicates your
understanding of the business and it makes reasonable assumptions and forecasts of
sales, expenses, and cash flow.
WRITING A BUSINESS PLAN
No matter what kind or size of business you are starting, it is very important to create a
business plan. It will be your road map to success. It communicates your
understanding of the business and it makes reasonable assumptions and forecasts of
sales, expenses, and cash flow.
When writing your business plan, it is important to keep in mind for whom you are writing
it. If you are writing a business plan for an investor or a bank you should assume that
they know nothing about your business and industry. Also, keep your business plan
short and to the point. If you were a loan officer, would you rather read a sixty-page
plan or a seven-page plan? Bankers and investors want just the facts - all of the facts -
but just the facts. If, on the other hand, you are writing a business plan just for yourself,
you should construct it to suit your needs. It should indicate your goals and what
strategies you will put in place to achieve the goals.
If you are writing a business plan for an investor or a bank, the following information and
format is recommended (Note: This information is also important for an informal
business plan).
EXECUTIVE SUMMARY
This is a one page summary of your business plan. It should include:
• A very short history of the business.
• The amount and type of financing required.
• The amount of equity (money) already invested and collateral offered.
• The purpose for which the money will be used.
• A very short summary of owner experience in industry and business viability.
TABLE OF CONTENTS
The table of contents lists the major divisions of your plan. The page numbers where
each section begins should also be indicated.
I. The Business
II. Products/Services Offered
III. Market Analysis
IV. Marketing Plan
V. Management and Personnel
VI. Financial Data
A. Sources and Uses of Funds
B. Balance Sheet
C. Cash Flow Projection
D. Financial Assumptions
VII. Appendices and Supporting Documents
THE BUSINESS
This section describes your business and the industry you are in. It should include :
• The current status of the business (start-up, existing, acquisition).
• The business structure (sole-proprietor, corporation) and ownership structure.
• Products/services your business offers.
• Suppliers of your products.
• What differentiates your business from your competitors.
• Description of business location and hours of operation.
• Short and long term goals.
PRODUCTS/SERVICES OFFERED
This section describes the products and/or services that your business provides. It
should be written so that a lay person can easily understand. Write a short paragraph
about your primary products/services and indicate:
• A short description of products/services.
• Price structure of the product/service.
• Percentage of total gross sales that the product/service comprises.
• Which products/services are the most profitable.
• Any changes you foresee.
You should also include a list of other products/services and any special or unique
features.
MARKET ANALYSIS
This section is one of the most important. It is imperative that you demonstrate that you
are knowledgeable about your business’s environment. The primary components of this
section are:
The Industry -
• What specific industry are you in?
• What are the major trends?
• Is the industry in a growth phase?
Hint: Trade associations are great sources of industry information.
Your Customers -
• Who are your customers? (individuals, small businesses, etc.)
• What is their demographic makeup? (age, sex, profession, etc.)
Market Size -
• What is your market area? (Example: 20 mile radius of Waldorf)
• How many potential customers are within your market area?
Competition -
Write a short paragraph on each of your primary competitors and discuss:
• How long they've been in business.
• Approximately how much business they do.
• Their strengths and weaknesses.
• Why customers will go to you instead of your competitor.
MARKETING PLAN
Now that you have identified your target market, this section allows you to explain how
you will get these customers to purchase your products or services. You should write a
short paragraph on each method of advertising and include:
• A short description of the advertising method (flyers, radio spots, newspaper ads,
etc.).
• The frequency that it will be used.
• The cost of the method of advertising.
• How many potential customers will be reached.
MANAGEMENT AND PERSONNEL
Your business is only as strong as the people running it. This section showcases the
key members of your team and their responsibilities. A short paragraph should be
written on each position in your company. Include for each position:
• The position title.
• The name of the person in the position.
• A short description of the person’s business background and experience.
• A description of the person’s responsibilities.
For less significant positions or positions that are not yet filled, only the position title and
description are necessary. You will also want to include your team of professionals;
your accountant, attorney, SBDC counselor, etc.
Tip: Organizational charts are very helpful.
FINANCIAL DATA
This is the most important part of your plan. The discussions contained in the other
sections of this plan should be reflected in the financial information.
Sources and Uses of Funds
This basically states where the businesses funds will come from and where they will be
spent. It should look similar to this:
Sources:
Cash from owner .................................................................... $__________
Investor contribution ............................................................... $__________
Bank Loan .............................................................................. $__________
Total .................................................................................. $__________
Uses:
Remodel Space...................................................................... $__________
Equipment ............................................................................. $__________
Rent Deposit........................................................................... $__________
Utilities Deposits..................................................................... $__________
Office Supplies ....................................................................... $__________
Initial Inventory ....................................................................... $__________
Working Capital ...................................................................... $__________
Total .................................................................................. $__________
The totals of the sources and uses of funds must be equal.
Balance Sheet
The balance sheet states the businesses assets, liabilities, and net worth. It is a
snapshot in time of your business’s financial strength. It should look like this:
Assets:
Cash....................................................................................... $__________
Accounts Receivable.............................................................. $__________
Inventory ................................................................................ $__________
Real Estate............................................................................. $__________
Fixtures, Equipment ............................................................... $__________
Other Assets........................................................................... $__________
Total .................................................................................. $__________
Liabilities:
Short-Term Notes Payable ..................................................... $__________
Accounts Payable................................................................... $__________
Taxes Owed ........................................................................... $__________
Long-Term Notes Payable...................................................... $__________
Total .................................................................................. $__________
Net Worth: .............................................................................. $__________
Total Assets minus total Liabilities must equal Net Worth.
Cash Flow Projection
The cash flow projection shows how cash flows into and out of your business on a
monthly basis. This table will be of particular interest to the bank as it shows that your
business will have the ability to make regular monthly note payments in addition to your
other expenses. (See sample plan)
Financial Assumptions
This section explains how you came up with the numbers in your cash flow projection.
You can’t just pull numbers out of the air; they must be validated by your research. Any
category that would not be obvious to the reader should be explained. An example of
this section would look like this:
Gross Sales - Projected sales are based on (1) the average sales of four hardware
stores in our same market area, (2) national average of gross sales per square foot for
hardware stores, and (3) independent surveys of 12 hardware stores in similar
demographic areas.
Cost of Goods Sold - The cost of goods is based on an 80% average markup on
inventory.
Payroll - Payroll expense includes a $24,000 salary for the owner ($2000/mo.), and two
part-time clerks working 20 hours per week at $6.00 per hour.
At the end of the assumptions page, discuss the potential risks (new competitors, new
technologies, bad weather, etc.) your business could face and how you plan to deal with
these risks, if applicable.
APPENDICES AND SUPPORTING DOCUMENTS
This section should contain any other relevant information regarding your business. It
should include:
• Corporate, LLC, or partnership documentation.
• Owner Resumes
• Letters of recommendation
• Copies of leases, contracts, building blueprints, etc.
• Owner personal financial statements
• Two years of owner’s personal tax returns
• Three years of business tax returns (if existing business)
Bob’s Hot Dogs
Sample Business Plan
August, 2000
Bob Smith
Waldorf, MD
(301) 934-7583
PERSONAL AND CONFIDENTIAL
EXECUTIVE SUMMARY
In April, 2000, Bob Smith established Smith Enterprises, Inc. (a Maryland Sub-S
corporation) with the intentions of launching a hot dog restaurant to be located in
Waldorf, MD. Plans are in place to call it “Bob’s Hot Dogs”.
In order to make this venture possible, Mr. Smith is seeking a $50,000 loan that will be
used to remodel the potential site, purchase equipment, purchase inventory, and provide
some working capital. Mr. Smith will be investing $20,000 of his own funds and has one
investor that has committed to $20,000. The investor will own 20% of the stock in
exchange for the investment.
The collateral for the loan will include all business assets of Smith Enterprises, Inc. and
Bob’s Hot Dogs plus his personal residence located in La Plata, MD. The home was
recently valued at $185,000 and has a first mortgage balance of $108,000. There is
currently no other debt on the home. Mr. Smith will also personally guarantee.
Bob Smith has been employed at Best Hot Dogs in La Plata, MD since October, 1991.
He has been the store manager for the past 4 years after handling various positions
including cashier and assistant manager. He knows the business inside and out and is
extremely excited about the prospects of this new opportunity.
After studying the feasibility of this venture, Mr. Smith feels very satisfied with its safety
and potential for profit. He has made conservative projections based on his experience in
the field, hot dog restaurant industry averages, and historical information from other hot
dog restaurants in this same market area.
TABLE OF CONTENTS
I. The Business.................................................................................................. 1
II. Products and Services Offered .................................................................... 2
III. Market Analysis............................................................................................ 3
IV. Marketing Plan ............................................................................................. 4
V. The Management Team ............................................................................... 5
VI. Financial Information .................................................................................. 6
A. Sources and Uses of Funds............................................................... 6
B. Financial Assumptions ..................................................................... 7
C. Cash Flow Projections...................................................................... 8
VII. Appendices (not included in sample plan)
A. Articles of Incorporation
B. Owner Resume
C. Letters of Recommendation
D. Copy of Lease Agreement
E. Owner Personal Financial Statement
F. 1998 and 1999 Personal Income Tax Returns
G. Bob’s Hot Dogs Menu
H. Bob’s Hot Dogs Labor Schedule
I. List of Equipment and Smallwares (with prices)
J. Remodeling Bid from H & H Contractors
I. THE BUSINESS
Bob’s Hot Dogs will begin operations in October, 2000 under the corporation named
Smith Enterprises, Inc. The corporation was created April 4, 2000 in Maryland as a
Subchapter-S status. Two individuals, Bob Smith (80%) and Larry Edwards (20%, as the
silent investor) will own all 1000 shares of the corporation.
Bob’s Hot Dogs will specialize in several types of hot dogs and sausages served on
various buns. Bob’s original chili sauce will make the sandwiches unique and separate
Bob’s from the competition.
The business will be located at 1709 Crain Highway (Route 301) in Waldorf, MD. The
location is prime because it is on the southbound side of Route 301. This will make it
convenient for commuters to stop and pick up dinner on their way home from their jobs in
Washington, DC/Northern Virginia. The location has a daily traffic count of 55,000
vehicles, and it is in the center of the county’s fastest growing market.
The facility Bob’s will use a 1500 square foot, stand-alone building. It was previously a
yogurt store that ceased operations when the owner retired in late 1999. About 1000
square feet will comprise the cooking and storage area. The remaining 500 square feet
will be designated for the counter line and for 5 four-person tables. Outdoor seating will
consist of six circular picnic tables covered with umbrellas located just outside the main
entrance.
Food, soda, and snack items will be purchased through Gallagher Food Services, Inc.
(Lancaster, PA), Johnson Produce (Fairfax, VA), and Pepsi. All of the distributors have
been in business in excess of five years and have very good reputations throughout the
industry. Food will be received at least three times per week to insure freshness.
The planned hours of operation will be Sunday through Thursday from 11:00 A.M. to
11:00 P.M. and Friday and Saturday from 11:00 A.M. to 12:00 midnight. These hours are
subject to change based on sales and customer demands.
Mr. Smith will be an on-site owner and manager working various shifts, however, he will
need to hire a part-time manager. Mr. Smith’s experience and shift work will allow him
to closely monitor employees, interact with customers, and monitor food waste - thus
enable him to control labor costs and food costs resulting in better profit margins.
II. PRODUCTS AND SERVICES OFFERED
The primary products to be sold at Bob’s Hot Dogs will be regular and
foot-long hot dogs, bratwursts, Italian sausages, kielbasas, and barbecue served on
specialty homemade buns. Bob’s will also offer side dishes and deserts such as coleslaw,
French fries, onion rings, potato chips, and cookies.
It is expected that Bob’s regular and foot-long hot dogs will be the most popular menu
item - making up approximately 40 percent of gross sales. These items have the highest
profit margin. Bob’s hot dogs, as well as the other meat sandwiches, can be ordered with
Bob’s own spicy chili sauce, sauerkraut, and/or German mustard. Other condiments
available include ketchup, relish, onions, and green peppers.
The bratwursts, Italian sausages, and kielbasas menu items should make up approximately
25 percent of sales and are slightly less profitable than hot dogs because of higher costs.
Also included on Bob’s menu will be chili and barbecue sandwiches. Both of these items
should make up about 10 percent of gross sales. These items are less profitable but are
offered to diversify Bob’s menu and reach a larger customer base.
Bob’s Hot Dogs will also offer french fries, onion rings, potato chips, and cookies. These
products should account for around 25 percent of sales. They have an above average
markup and will be suggested to everyone that places an order. The fries and onion rings
will be cut and seasoned with Bob’s own special seasonings. The cookies (four varieties)
will be baked fresh daily.
All food products will be fresh with supplies coming in to the store three days per week.
They will be inspected upon arrival to insure quality and freshness.
Customer service is an extremely important aspect of a business’s ability to attract and
keep customers. Our employees will be focused on producing a quality product and
pleasing the customer. Excellent customer service with a quality, reasonably priced
product, will be the key to the success of Bob’s Hot Dogs.
III. MARKET ANALYSIS
The hot dog restaurant industry continues to grow. U.S. consumers now spend a
whopping 44 million dollars per year on hot dogs. During the period 1993 to 1996, the
U.S. hot dog market grew at 53%. This has generated a boom in hot dog restaurant
openings over the last two years (Source: National Restaurant Association).
According to NPD’s CREST figures, a recognized national marketing research firm that
analyzes food purchases, both sales and traffic for hot dog stands rose 10% in 1996, 8% in
1997, and 9% in 1998. This is better than double the growth achieved by the restaurant
industry as a whole.
One of the best things about the hot dog market is that it targets just about anyone who
can eat. The primary customers are children over two through individuals in their mid-
50’s. People over this age generally have more restrictive diets.
The market area that Bob’s Hot Dogs will be based on a 15-mile radius of Waldorf, MD.
The population within that market area is 104,750 and the average household income is
$48,514. These figures are likely to continue to grow due to the continued expansion of
the Patuxent River Naval Air Station in Lexington Park and the new housing starts in the
Waldorf area. According to the State Highway Administration, the traffic count on Crain
Highway at the proposed Bob’s location is 55,000 cars per day.
Some of Bob’s key competitors in the area include Best Hot Dogs (La Plata),
Dog and Draft (Waldorf), Big Dogs (Waldorf), and the fast food chain restaurants.
Dog and Draft is a larger freestanding restaurant located on St. Patrick’s Drive. They
offer similar products but charge an average of 15% more for food as they do also sell
beer. Their strength is a very nice dining area which seats up to 50 people. Big Dogs
generates approximately $24,000 per month in gross sales based on personal customer
flow observations.
Best Hot Dogs (La Plata) and Big Dogs (Waldorf) are a hot dog stands similar in size to
the proposed Bob’s Hot Dogs. La Plata is demographically much smaller than Waldorf
and is located about 10 minutes south. Both businesses have similar prices and similar
food quality. Big Dogs has suffered from poor customer service over the years. Best Hot
Dogs smaller customer market currently limits its growth potential, but has excellent
service. It is estimated that Big Dogs averages about $16,000 in gross sales per month
while Best averages $12,000.
Fast food chain restaurants such as McDonalds, Burger King, Subway, and Checkers are
also competitors. While they do not offer the same products, they still compete for the
same market share. These stores have the advantage of national marketing campaigns and
are relatively inexpensive. Gross incomes of these stores vary substantially.
IV. MARKETING PLAN
Bob’s Hot Dogs will use a variety of methods to advertise including direct mailings,
flyers, mailer coupons, and door hanger menus. Initially, each customer will receive a
coupon for discounts for future purchases.
Bob’s Hot Dogs plans an innovative customer survey card and/or visitor log that will
enable it to set up a database of customers that will be used to generate mailing lists. This
will enable Bob’s to send direct mail coupons to previous customers. This is the most
effective method of advertising because it hits families that are more likely to purchase
hot dogs from Bob’s Hot Dogs. Bob’s plans to mail out 1000 pieces per month at a cost
of approximately $200 per 1000.
Another method of advertising to be used is to create a door hanger “Bob’s Hot Dogs
menu” plus flyers to be used in local neighborhoods where local zoning laws allow. This
is very cost-effective since the only expense is the marketing pieces themselves. We
anticipate distributing 2000 of these pieces per month at a total cost of $220.
The third primary area of advertising will be our participation in the Mailbox Mailer
coupon program. Mailbox Mailer sends a variety of coupons in the mail to 15,000 homes
per month. The cost is $600 per month with a one-year contract.
Other areas of advertising will be implemented after the business is more established. We
plan to sponsor events at local schools and social functions as well as distribute menus to
the area hotels whenever possible.
Obviously, quality customer service with quality product is an extremely important aspect
of any food business’s ability to attract and keep customers.
The employees must be mentally and physically focused on producing a quality product
and pleasing the customer.
V. MANAGEMENT AND PERSONNEL
Owner/Operator - Bob Smith: Bob will be responsible for the day to day operations of
Bob’s Hot Dogs. He will perform such duties as purchasing, budgeting, record
management, payroll, and quality assurance. Bob graduated from the University of
Maryland with a B.A. in Management. After 4 years of government service, he has
worked in the restaurant industry for six years in a variety of positions. He has been the
manager of Best Hot Dogs in La Plata, MD for the past 3 years. Bob will draw a salary of
$32,000 per year.
Assistant Manager - Jerry Wiley: Jerry will be responsible for personnel management
including scheduling, training, and hiring. He will also handle some records management
and payroll. Bob Smith has known Jerry for over 10 years. Jerry has been in the
restaurant industry for four years and was store manager for the past year at Burgers-Fast
in Indian Head, MD. Jerry will receive a salary of $21,000 per year.
Other Staff - Bob’s Hot Dogs will also hire 6 part-time cooks and 8 part-time cashiers.
These positions will only require that the employee be 16 years of age. Recruitment
efforts will be high as turnover for these positions is frequent. These employees will
receive between $5.50 and $9.00 per hour depending on work shifts and experience.
Team of Professional Advisors
Accountant--------------------------------------------------------- Jim Edmonds, CPA
Attorney------------------------------------------------------------ Robert Hutchings
Business Consultant ---------------------------------------------- Joe McGinnis, SBDC
Restaurant Advisor ----------------------------------------------- Mark Lewis
VI. FINANCIAL INFORMATION
SOURCES AND USES OF FUNDS
SOURCES:
Owner’s Capital.............................................................................. $20,000.00
Investor Capital .............................................................................. $20,000.00
Bank Loan ...................................................................................... $50,000.00
--Total ............................................................................................ $90,000.00
USES:
Remodel Facility ............................................................................ $38,500.00
Purchase Equipment ....................................................................... $27,700.00
Purchase Smallwares ........................................................................ $2,000.00
Security System ................................................................................ $1,400.00
Initial Inventory ................................................................................ $2,000.00
Office Supplies .................................................................................... $250.00
Rent Deposit ..................................................................................... $3,325.00
Electric Deposit ................................................................................... $700.00
Water and Sewer Deposit .................................................................... $400.00
Gas Deposit ......................................................................................... $650.00
Telephone Deposit............................................................................... $275.00
First Payroll ...................................................................................... $2,300.00
Liability Insurance............................................................................. $1500.00
Grand Opening Advertising ............................................................. $2,500.00
Legal and Professional Fees ................................................................ $800.00
Miscellaneous Expenses ...................................................................... $500.00
Working Capital ............................................................................... $5,200.00
--Total ............................................................................................ $90,000.00
Cash Flow Projections - 2003
Startup January February March April May June July August September
Cash (Month Beginning) 40000 5200 7170 8201 8691 8806 9599 10547 11649 12751
INCOME
Cash Sales 0 21000 18000 16000 16000 16500 17000 17500 17500 17000
Other Income 0 150 100 100 100 100 100 100 100 100
Bank Loan 50000 0 0 0 0 0 0 0 0 0
TOTAL INCOME 50000 21150 18100 16100 16100 16600 17100 17600 17600 17100
EXPENSES
Cost of Goods Sold 2000 7403 6335 5635 5635 5810 5985 6160 6160 5985
Payroll 2000 5922 5068 4508 4508 4648 4788 4928 4928 4788
Payroll Taxes/Benefits 300 888 760 676 676 697 718 739 739 718
Insurance 1500 0 0 0 0 0 0 0 0 0
Office Supplies 250 25 25 25 25 25 25 25 25 25
Advertising 2500 423 362 322 322 332 342 352 352 342
Gas 650 425 425 350 225 200 200 200 200 200
Electric 700 450 450 450 450 450 450 450 450 450
Water & Sewer 400 85 85 85 85 85 85 85 85 85
Telephone 275 115 115 115 115 115 115 115 115 115
Repairs & Maintenance 0 400 400 400 400 400 400 400 400 400
Legal & Accounting 800 75 75 75 75 75 75 75 75 75
Rent 3325 1500 1500 1500 1500 1500 1500 1500 1500 1500
Security System 1400 45 45 45 45 45 45 45 45 45
Loan Repayment 0 1074 1074 1074 1074 1074 1074 1074 1074 1074
Purchase Equipment 27700 0 0 0 0 0 0 0 0 0
Purchase Smallwares 2000 0 0 0 0 0 0 0 0 0
Remodel Facility 38500 0 0 0 0 0 0 0 0 0
Other Cash Expenses 500 350 350 350 350 350 350 350 350 350
TOTAL EXPENSES 84800 19180 17069 15610 15485 15806 16152 16498 16498 16152
Cash On Hand (Month
End) 5200 7170 8201 8691 8806 9599 10547 11640 12751 13699
FINANCIAL ASSUMPTIONS
Cash Sales - Projected gross sales are based on the average of the monthly sales of three
local hot dog restaurants, the National Restaurant Associations industry survey of sales
per square foot for hot dog restaurants, and the average monthly sales of eight
miscellaneous hot dog restaurants with similar market demographics as Waldorf in the
mid-Atlantic region.
Other Income - This accounts for Bob’s jukebox revenues.
Cost of Goods Sold - This figure is based on 35% of Cash Sales which is the hot dog
restaurant industry average.
Payroll - This is based on one full-time owner/manager, one assistant manager, six part-
time cooks, and six part-time cashiers according to the labor schedule located in the
Appendix of this plan.
Payroll Taxes/Benefits - This number is calculated at 15% of the Payroll expense. It
accounts for FICA, FUTA, and workman’s compensation benefits.
Insurance - This is for liability insurance and was quoted by Kemper Business Insurance.
Advertising - After a large Grand Opening advertising campaign, Bob’s will spend 2% of
gross sales on advertising. See Approach to Selling section of this plan for more detail.
Gas, Electric, Water & Sewer, and Telephone - These are estimates obtained from the
respective utility companies for the Bob’s Hot Dogs facility.
Loan Repayment - This was calculated based on a loan of $50,000 financed at 10.5% for
five years.
Purchase Equipment and Purchase Smallwares - A list of equipment and smallwares
and their prices can be found in the Appendix of this plan.
Remodel Facility - This is based on a quote from H & H Contractors for completely
remodeling the Bob’s Hot Dogs facility.
Other Cash Expenses - These are expenses not budgeted for that do not fit into any of
the above categories.
