7 Business Plan Examples (and How to Use Them)
A business plan is a document that outlines your business goals and a road map for achieving them. Here are 7 business plan examples to help you get started.
Every business owner has a clear vision of what they want their business to achieve. To turn that vision into an actionable strategy? You need a roadmap for success.
A business plan is a document that outlines your business goals and how you intend to achieve them. In essence, it’s a comprehensive overview of your current competitive landscape, the opportunities available, and the steps you’re going to take to scale and succeed.
The challenging part of any business plan is knowing where to start. To help you beat the blank page, we’ve broken it down into seven components. Along the way, we’ll provide examples of each element and offer some tips to help you create your own.
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The 7 key components of a successful business plan
Before we dive into our business plan examples, let’s look at the basics. Here are the seven core sections found in almost every successful business plan format.
- Executive summary - A concise overview of your business plan. We suggest writing this part last so you can summarise the key points effectively.
- Company overview - Talk about your industry, business model, audience, and the problem your product or service will solve.
- Products and services - What are you selling? Provide a detailed description of the goods or services you offer and why they stand out from the competition.
- Market research - Dive deeper into how you landed on your target audience and why there’s an opportunity in the market; back this up with facts and statistics.
- Marketing and sales - How are you going to get your product into the hands of your audience? Also, detail how many sales you predict and when.
- Operations - How will your business operate? Talk about your supply chain, logistics, and staff.
- Finances - Estimate your costs and make it clear how you intend to fund the business. Include the fail-safes you have in place if things don’t go according to plan.
You should also round things off with an appendix containing documents, studies, or sources that support your plan.
7 business plan examples
Let’s expand on the seven core components of a successful business plan. Along the way, we’ll provide an example of each element to give you some inspiration for your own writing.
1. Executive summary
Think of the executive summary as the high-level introduction to your idea and brand. It should act as a primer and sum up the rest of your business plan. You don’t need to go in-depth here (save that for the remaining sections), but you do need to convince the reader that your concept is worth their time.
Here’s an example of an executive summary for a startup tech company. The goal here is to convince investors to part with their funds, so the business needs to outline the problem, explain how their product solves it, and prove that they can capitalise on the opportunity.
Startup Tech Company - Executive Summary
| CollabFlow is a cloud-based platform built to help remote teams in small to mid-sized companies collaborate across projects. Our mission is to bridge the gap between remote working and face-to-face collaboration by simplifying how teams manage projects and communicate, in a single intuitive workspace. Given the rise of remote work in recent years, there's a huge opportunity for tech companies to bring the creativity of office-based collaboration to a digital setting. Our platform will achieve this by combining real-time messaging and video conferencing with task management and document sharing in one streamlined dashboard. This eliminates the friction of multiple tools and helps remote teams stay aligned and productive. We're currently in the pre-launch phase, but early concept testing showed a 36% increase in team productivity and a 92% retention rate of the pilot users. We're currently aiming for a Q4 2025 launch, and are seeking a $250,000 investment to make this possible. This will allow us to expand our engineering team and build API integrations for Slack. After launch, we're positioned for rapid scalability and strong investor returns, and anticipate a $1.2 million ARR within the first 18 months, based on the global market, which is expected to reach $18.4 billion by 2027. |
2. Company overview
Your company overview expands on the executive summary and introduces your business. The goal here is to fill in all of the fundamental gaps by explaining what your business stands for, where it came from, and how it works. Possible sections include:
- Business structure - What’s the structure of your business? Are you a sole proprietorship, corporation, LTD, or another type?
- Industry - What sector does your business operate in? Is there any crossover between industries?
- Background information - How did your business idea arise? Who are the founders and what led them to create the company?
- Mission - What are the brand’s ultimate goals? This could include everything from your overarching vision to your short-term objectives.
If you already have a company description on your website, this can easily be repurposed for your company overview. For instance, here’s the Salvation Army’s ‘About Us’ page, which succinctly explains their values, goals, vision and beliefs.
3. Products and services
You’ll also need to lay out how your business makes its money. Are you offering a product, a service, or a mixture of both? You don’t need to go into great depth here - this is simply an overview of what your business brings to the table for your customers.
For instance, a local Café’s product and services section might look something like this:
Local Café - Products and Services
| Grain & Grind's flagship product is its premium locally-sourced coffee, provided by a small plantation right here in Queensland. Unlike our competitors, we only use coffee grown in Australia, giving us a unique opportunity to market our values of sustainability and fair pay. We also feature a rotating selection of guest roasts from other local Australian producers, keeping our offer fresh while supporting local growers in Queensland and New South Wales. To complement this, we have a carefully curated menu of local food options, including: - Sourdough sandwiches with seasonal ingredients. - Homemade cakes, and pastries. - Plant-based alternatives To diversify our revenue streams, we also offer additional services, such as click-and-collect via our app and coffee subscription deliveries for at home brewing. Additionally, we host monthly art exhibitions and maker markets to act as a hub for the local community. |
4. Market research
The market analysis component of your business plan is crucial because it proves the feasibility of your idea. It can also help you identify new opportunities and give you ideas about how to set your brand apart from the competition.
In essence, the goal of this research is to answer: What’s the current problem in the market, and how does my product solve that problem? You’ll want to include key information, such as:
- Your target audience - Who are you aiming your product at, and why will they benefit from what you’re offering? Be as specific as possible here.
- The market opportunity - What is the current gap in the market? Back this up with data and statistics from your research.
- Your unique selling point - How does your product or service fill that gap in the market and why are you different from your competitors? Detail your value proposition.
- Product pricing - Based on market data, how will you position and price your product? Are you a budget option or a premium choice, and why?
It can be helpful to visualise your findings so they’re easy to understand.
For instance, you might create an ideal customer profile (ICP) that outlines the who, what, and why of your audience targeting. You could also include a SWOT analysis in your business plan to better explain the current market landscape and the opportunities available.
Lastly, you should perform a competitive analysis to learn more about the businesses you’re up against. Here’s an example competitor overview created by a gym owner for their business plan.
Competitor Overview & Analysis
| Competitor | Location | Main offer | Strengths | Weaknesses |
|---|---|---|---|---|
| Elevate Gym | Karingal, VIC | Premium, full-service gym with sauna, pool and personal training | Boutique feel High-tech equipment |
High pricepoint lacks Community spirit |
| Zen Studio | Frankston, VIC | Yoga and Pilates with wellness programs | Relaxed environment Regular morning classes |
Limited strength training options Niche appeal |
| Circuit Lab | Frankston, VIC | Crossfit gym with HIIT and functional training circuits | Time-efficient classes Strong digital presence |
Closes at 7:30pm Only offers group training |
With this, the owner might conclude that there’s a large opportunity in the local area for a community-oriented, budget gym that provides 24/7 access at an affordable price point.
5. Marketing plan
You should also incorporate your marketing strategy into your business plan. How will you spread the word about your product or service and turn interest into sales?
There are a few approaches you can take here. Perhaps you’d like to use the sales funnel to show how you’ll guide your customers from awareness to conversion. You could also break down this section based on the channels you’ll use to connect with your audience.
Here’s one possible business plan example of a marketing overview for an ecommerce business.
Ecommerce Business - Marketing Plan
| Brand Positioning Soley Shoes will position itself as a sustainable footwear brand for modern, forward-thinking consumers. Our brand will stand on three pillars. Sustainability - Made with ethical, recycled materials. Comfort - Designed for people always on the go, whether hiking or commuting. Style - Timeless, classic styles that don’t compromise on comfort or values. Marketing Strategy Our marketing plan will span three key areas. Social media marketing ($3,000 monthly) - Facebook - Paid ads, blog links, community event posts and local SEO. - Instagram - Product showcases, UGC, and customer testimonials. - TikTok - Behind-the-scenes footage, and influencer marketing. Website/SEO ($1,000 monthly) - 3x SEO blogs a week educating visitors on common footwear problems. - Optimising existing landing pages to appear in local search. - Creating enticing product pages with professional photos to increase conversions. Influencer partnerships ($3,000 monthly) - Partnering with micro-influencers in fashion and lifestyle niches. - Designing custom collaborations with influencers. - Starting an affiliate program to increase user generated content. Email marketing ($2,000 monthly) - Creating a series of welcome emails with exclusive offers. - Providing weekly nurturing emails, such as loyalty perks. - Designing automated flows for abandoned carts and post-purchase upsells. Sales Goals Our 12-month sales target is $500,000 in revenue based on an average order value (AVV) of $85 and a monthly conversion rate goal of 2.5%. This translates to: - 5,882 total orders - 490 orders a month We believe 85% of these sales will come directly from our website and 15% will be the result of social commerce partnerships through Instagram and TikTok Shop. |
While this is a short and sweet marketing plan, it shows how much the business intends to spend on each channel and goes into detail about the activities they’ll carry out. It also outlines sales strategy and goals, which helps to align the marketing efforts with measurable outcomes.
6. Operations plan
At this point, you should detail all of the logistics that will help your business operate efficiently. This includes things like:
- Suppliers
- Shipping and order fulfilment
- Inventory management plan
- Staff
Here’s a basic example operations plan for a retail electronics store:
Retail Business - Operations Plan
| Suppliers We have deals with two major Australian suppliers to provide our electronics in-store: Technova (Sydney) - will provide our laptops, tablets and smartwatches from brands like Apple, Acer and Dell Apex AV (Brisbane) - will provide our home entertainment systems and speakers, as well as our smartphone accessories such as chargers. Orders will be placed fortnightly based on demand forecasts. Shipping and Order Fulfilment From our suppliers, products will be delivered to our warehouse via our local courier, SwiftFreight. Online orders will be picked and packed in-store then shipped through Yodel with same-day delivery within the city. Our store will also offer click and collect for local customers, with orders ready within 2 hours of purchase. Inventory Management We manage all of our stock through our POS system, which features real-time inventory tracking and sales reporting. This enables us to prevent overstocking and stockouts, while triggering alerts for popular items that need restocking. Customer Service We provide training to all staff via the TopTech training program, which covers our range of products plus advice on after-sales service. For customers, we will offer a TechFix bar, which will allow customers to bring in their devices and benefit from diagnostics, software installation, and basic repairs. We also partner with a third-party specialist in Richmond for more complex repairs. |
7. Financial plan
Lastly, consider finances. All business plans should contain historical financial information for the last three to five years (where available), including details like recurring revenue streams, expenses, gross and net profit, and any additional metrics such as CAC and CLV.
You should also include financial projections, such as:
- Projected cash flow statement
- Projected balance sheet
- Projected profit-and-loss statement.
Here’s a sample business plan section showing how a SaaS brand could outline its historical and projected finances:
Task Core - Current Financial Snapshot
| Metric | Value |
|---|---|
| Annual Recurring Revenue | $2.64M |
| Monthly Recurring Revenue | $220,000 |
| Gross Margin | 82% |
| Churn Rate | 4.1% |
| Customer Acquisition Cost | $96 |
| Customer Lifetime Value | $1080 |
Task Core - Revenue Forecast (3 Years)
| Year | Users | ARPU | Revenue |
|---|---|---|---|
| 2025 | 15,000 | $230 | $3.45M |
| 2026 | 19,000 | $240 | $4.56M |
| 2027 | 25,000 | $250 | $6.25M |
Operating Expenses (2025 Projected)
| Category | Annual Cost |
|---|---|
| Salaries | $1.2M |
| Marketing | $500K |
| Legal and Compliance | $80K |
| Product Development | $300K |
| Infrastructure and Hosting | $180K |
| Total | $2.26M |
The financial plan section is perhaps the most important because it shows how your business will make money and continue to grow with time. It’s especially essential if you’re seeking outside investment to fund your idea.
Once you’ve detailed a broad overview, you can provide detailed statements and resources in the appendix section to support your historical finances and predictions for the future.
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How business plans differ based on your business model
Different business plan types and styles are suited to different businesses, industries, and goals. Here’s a breakdown of some different business scenarios and key considerations for each:
- Startup businesses: As a startup, your focus is usually securing outside funding. This means you need to emphasise the gap you can fill in the market and why you’re better than the competition. Financials will also be under heavy scrutiny - investors want to know that they’re going to get their money back.
- Ecommerce brands: In ecommerce, your plan needs to highlight your target market and how you’ll reach them online. You’ll want to emphasise your logistics networks and supply chain details, as order fulfilment is key to your reputation. You can also go more in-depth into your digital marketing strategies and customer service operations.
- Nonprofits: A nonprofit business plan will lean more heavily on mission statements, values and social impact goals. Funders want to see how their investment will have a positive impact, so they’ll need to know everything you want to achieve and how you’ll measure success.
- SaaS and subscription businesses: Recurring revenue models mean your plan should focus on how you’re going to acquire customers, increase CLV, and decrease churn rates. You also need to prove that your product is scalable.
- Local service businesses: For businesses like cafes and gyms, you’ll want to place extra emphasis on how you’re going to ‘slot into’ the local community. Will you be bringing additional value to the area, and how will you create an atmosphere that keeps customers coming back?
Every traditional business plan format will typically have the seven core elements we’ve already discussed. However, the emphasis you place on each component will depend on your business structure, revenue model, and goals.
Benefits of a business plan
Still not convinced a business plan is right for you? Here are five benefits that highlight why a roadmap is essential to reaching your objectives.
- Attracting investors: About to launch a funding request? A business plan demonstrates you’ve thought through the details - you’re not just winging it. Investors will want to see a compelling plan before committing their cash. A business plan shows your potential for profit, helping to secure funding.
- Learning your business: A great business plan helps you understand every aspect of your business, from marketing to financials. You’ll also uncover new opportunities as you research the market and your competitors.
- Aligning your team: Business plans align your team on your business goals and how you’re going to achieve them. It shows what success looks like and motivates everyone to work in the same direction.
- Identifying risks: As well as identifying opportunities, a business plan can also help you spot risks before they become a problem. This lets you avoid or prepare for potential roadblocks well in advance.
- Measuring progress: Because a business plan encourages you to set clear metrics and KPIs, it gives you a benchmark for success, meaning you can monitor progress and see if you’re on track toward your goals.
Tips for writing your business plan
Lastly, let’s finish up with some tips for writing a first-class business plan.
- Keep it concise: Use the minimum number of words you need to get your points across. Avoid fluff and jargon, and don’t be afraid to edit it down when you’re done.
- Support your statements: Provide supporting documents such as financial statements, customer segments and personas, and product demonstrations at the end of your plan.
- Use data: Always back up what you’re saying with data. Investors want proof of concept over empty promises. The more you can prove your claims, the stronger your argument.
- Focus on your USP: Remember to highlight what makes you unique. Why is your business different from the competition?
- Be realistic: Nothing kills a pitch faster than inflated numbers. Be realistic with your financial projects and make sure they’re achievable.
- Adjust over time: Business plans aren’t set-and-forget documents. Review and update it regularly as your priorities shift and the market changes.
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Whether you’re about to launch your business for the first time or brief your team on a new internal strategy, a business plan will clarify your goals and reveal the steps to achieve them.
Are you ready to start developing your business plan template? The next step is to turn that plan into action. For that, you need the right tools at your disposal.
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FAQs
A one-page business plan is exactly as it sounds. It’s a business plan that’s confined to a single page so it’s easy to understand at a glance. It contains all of the core sections, but they’re summarised much more briefly. It’s a good idea to practice writing a lean business plan because it will help you identify what’s truly important and what can be left out.
The three most important elements of a business plan are your executive summary, your market analysis, and your financial plan. Above all else, the market analysis and financial plan show that your business idea is feasible and has the potential to be profitable, so they often take priority over other sections.
There is no predefined length. For a traditional business plan, many experts agree that 15-20 pages is an optimal length. But for lean startups and solo ventures, 5-10 pages should be more than enough to convey basic information. What’s important is to avoid making your plan overly long, as this can detract from the important details.