27/05/2026
Developing a business plan for start-ups
Article by: LNDR Business Credit
Article provided by LNDR Business Credit
Based on the Virtual Book by Kenneth Fisher called Simply Successful Small Business and published by Eduflex
Starting a new business demands more than a good idea; it requires careful planning and strategic foresight. In this discussion, we will explore the essential components of a business plan – a fundamental tool for guiding business development and securing financing. By the end, you will grasp how to frame your core business concept, analyse your market, and prepare operational and financial plans effectively.
The purpose of a business plan
According to Fisher, the business plan serves two critical roles: guiding your business strategically and attracting investors or lenders. This process compels you to methodically examine every aspect of your venture, ensuring thorough preparation before launch. Fisher points out the following purposes:
Acts as a strategic roadmap for business growth.
Functions as a tool to secure financing from investors or banks.
Encourages comprehensive planning of your venture’s key elements.
Executive summary
This is your opening statement, but it should be written last. Fisher states it must be brief, engaging, and encapsulate the entire plan to motivate readers. Essential details include:
A compelling overview drawing attention and interest.
Mission and vision statements reflecting purpose and aspirations.
Introduction of the product or service offered.
Summary of the target market and opportunity identified.
Highlight of the competitive advantage your business holds.
Brief financial projections indicating viability.
Statement of funding needs and intended fund utilization.
Company description
You must present a factual introduction to your business’s identity, structure, and goals. Fisher highlights these components:
Legal business name,
Clear mission and vision statements,
Legal structure choice, such as sole proprietor, partnership, or (Pty) Ltd.,
Goals and objectives framed using the SMART * criteria, and
A concise history outlining how and why the business started.
Products or services
This section covers what you offer and why it matters, according to Fisher’s framework:
Detailed description of products or services,
Explanation of uniqueness and the benefits offered to customers,
Overview of the product lifecycle,
Intellectual property considerations — patents, copyrights, trade secrets, and
Research and development processes involved, if applicable.
Market analysis
You must evaluate the industry, customers, and competition. Fisher draws attention to these factors:
Description of the industry, including size, growth trends, and outlook,
Definition of the target market using demographic and psychographic information,
Analysis of customer needs and buying patterns,
Estimation of market size and realistic market share potential,
Identification of major competitors, along with their strengths and weaknesses, and
SWOT analysis * to assess your competitive advantages.
Marketing and sales plan
Fisher outlines the necessity of a coherent plan to reach customers and generate sales:
Unique Selling Proposition (USP) that distinguishes your offering,
Brand positioning and the intended customer perception,
Pricing strategy with rationale, such as cost-plus or value-based methods,
Distribution channels for product or service delivery, and
Promotional activities and communication methods.
Organisation and management plan
According to Fisher, solid management structures and clearly defined roles are crucial:
Organisational structure visualised through a hierarchy chart,
Biographies detailing the experience and skills of key management personnel,
Defined roles and responsibilities within the team, and
List of advisors, such as lawyers, accountants, and mentors.
Financial plan and projections
A precise financial outlook confirms your business’s viability. Fisher requires:
Detailed start-up costs, identifying once-off expenses,
Sales forecasts projected monthly or quarterly over 3 to 5 years,
Profit and Loss (P&L) projections showing expected profitability,
Cash flow projections to track money movement and prevent shortages,
Balance sheet projections summarising assets, liabilities, and equity, and
Breakeven analysis indicating the sales volume required to cover costs.
Funding Request
For those seeking finance, Fisher advises clear articulation of funding needs:
Specific amount of funding sought,
Detailed allocation of funds (e.g., equipment, marketing, inventory, overhead costs etc.), and
Proposed terms for repayment or equity sharing.
Appendix
Finally, Fisher suggests supplementing the business plan with additional relevant documents to support your claims and add credibility:
Résumés of key personnel,
Market research data and survey outcomes,
Permits, licenses, or legal certifications,
Product images or diagrams,
Supplier quotes, and
Company registration documentation.
Final thoughts
Fisher’s comprehensive framework reveals that a well-developed business plan is indispensable. Think of this document not as a bureaucratic requirement but as a navigational chart – it guides your venture through predictable risks and investments. By meticulously crafting each component, from the executive summary to financial projections, you create a persuasive argument for your business’s success and can transform your entrepreneurial vision into a structured, fundable reality.
*Acknowledgements: The concept of the SWOT analysis was developed in the 1960s by an American business consultant named Albert Humphrey while working at the Stanford Research Institute (SRI). His research, funded by Fortune 500 companies, aimed to understand why corporate planning failed and resulted in the creation of the SOFT framework, which was later changed to SWOT by another team member, Otis Benepe.
The SMART approach to goal setting was developed by George T. Doran in 1981, with the help of Arthur Miller and James Cunningham. Doran, then a consultant and director of corporate planning, published the framework in the Management Review article “There’s a S.M.A.R.T. way to write management goals and objectives” to make goals clearer and more achievable.
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