You’ve got an idea. You’ve got ambition. Now you need a business plan—one that’s smart, lean, and gets people to say “yes.” Whether you’re pitching investors, applying for a grant, or just trying to get clear on your next steps, a business plan is your launchpad.

This guide skips the fluff and gets straight to what matters: what to include, how to write it, and how to make sure your plan actually works.

What Is a Business Plan?

A business plan is a document that outlines what your business does, how it operates, who it serves, and how it will make money. Think of it as your business’s roadmap. It gives structure to your idea, forces you to think through your strategy, and makes it easier to communicate your vision to others—whether that’s a potential investor or just a partner or mentor.

You don’t need an MBA to write one. You just need to be clear about what you’re building and why it matters.

Why You Need a Business Plan

It Clarifies Your Business Idea

When a business idea lives only in your head, it can seem perfect. But writing things down helps you spot gaps, contradictions, and unrealistic expectations. The process of planning forces you to think through your assumptions and turn vague hopes into solid actions.

It Keeps You Focused

A business plan keeps you on track when decisions get hard. Should you launch that new feature? Raise your prices? Hire help? If it’s not aligned with your plan, maybe it’s not the right move—yet. A written plan becomes a decision-making filter.

It Helps You Avoid Costly Mistakes

Starting without a plan can lead to wasted time and money. For example, you might invest in a marketing campaign that targets the wrong audience. A well-thought-out plan makes risks and gaps visible early on, before they become expensive problems.

It Attracts Investors and Partners

If you're hoping to raise funds or bring on co-founders, a business plan is essential. It shows you’ve thought things through, understand the market, and have a plan for making money. Even informal investors (like friends or family) will feel more confident if you show them a clear plan.

What to Include in Your Business Plan

Use this simple structure to build a business plan that’s easy to read and act on. You don’t need to include every section—but the more thought you put in, the better.

Executive Summary

This is a one-page (or less) overview of your whole plan. Even though it appears first, it’s best to write it last. It should quickly answer:

What does your business do?
What’s the main problem you solve?
How do you make money?
What are your goals?
Do you need funding?

Imagine you’re pitching your business to a friend in 60 seconds—that’s your executive summary.

Problem and Solution

Start by clearly describing the problem your customer faces. This could be something frustrating, inconvenient, expensive, or time-consuming.

Then, describe how your product or service solves it.

Example: Small business owners often spend hours creating slides for presentations. Our AI-powered design tool creates professional decks in minutes.

Target Audience

Describe who your ideal customers are. Try to be specific. The better you understand your audience, the easier it will be to create offers and marketing that work.

Include:

Age, gender, income level, location
Occupation or lifestyle
Their goals and pain points
Where they hang out online (Instagram? Reddit? LinkedIn?)

If you’ve surveyed potential customers or done market research, include those insights too.

Market Analysis

Show that your business exists in a real, growing market. This proves that people want what you're selling—and that there’s room for your business to grow.

Include:

Market size and trends (e.g., “The U.S. meal kit market is projected to grow 12% per year through 2030.”)
Who your competitors are (and what they’re missing)
What gap you’re filling or advantage you have

Avoid listing competitors just to prove they exist—explain how you’ll compete.

Marketing Strategy

Describe how you’ll reach your audience and turn them into customers. Cover both marketing channels and messaging.

Include:

Your main channels (website, SEO, social media, email, YouTube, etc.)
What makes your messaging effective
How you’ll retain customers (referrals, loyalty programs, etc.)
Marketing budget and timeline (even rough estimates help)

If you’ve already tested marketing strategies, mention what worked and what didn’t.

Revenue Model

This section answers a simple question: How will you make money?

Be clear about your pricing structure:

Will customers pay once, subscribe monthly, or use a freemium model?
Do you have multiple income streams (e.g., product sales + services)?
What’s your expected average order value?

Also include:

How much you need to earn monthly to break even
How long it might take to get there

Investors especially want to see how your business becomes profitable.

Operations

Now explain how your business actually runs. You don’t have to go into corporate-level detail—just show that there’s a plan behind the scenes.

Include:

Who’s involved (founders, freelancers, employees)
What tools or platforms you’ll use (e.g., Shopify, Notion, Stripe)
How you’ll deliver the product or service (production, shipping, digital delivery)

This section proves you’re not just dreaming—you’ve thought through execution.

Financial Plan

Don’t panic! You don’t need to be a math genius. Just estimate your key numbers. This helps you (and others) understand how viable the business is.

At a minimum, include:

Expected monthly revenue (low, medium, high scenarios)
Monthly expenses (tools, marketing, salaries, rent, etc.)
Break-even point (when you’ll start turning a profit)
Any funding you’ll need (and what it’s for)

You don’t need an accountant to sketch out a simple financial plan. Start with rough estimates of your monthly income and expenses. This gives you an idea of how much you need to earn to stay afloat and when you might become profitable.

Here’s an example for a solo entrepreneur launching an AI-powered tool for creating presentations:

Example: Financial Plan for “SlideGenie” — AI-Powered Presentation Tool

Business model: Monthly subscription
Price: $19/month
Goal: Reach break-even in 6 months

Category	Monthly Estimate
Revenue
→ 100 paying users x $19	$1,900
Fixed Monthly Expenses
→ Server and hosting (VPS)	$100
→ AI API usage (OpenAI, etc.)	$300
→ Website & domain	$25
→ Marketing tools (email, SEO tools)	$100
→ Freelancers (support, SMM)	$200
→ Other expenses	$75
Total Expenses	$800

Net Profit	$1,100

At 100 users, the business is already profitable. At 50 users, the business breaks even.

Break-even Chart

Let’s visualize how user growth affects profitability:

Tip: Use tools like Google Sheets or Notion to plug in your own numbers and track them over time.

This simple model helps you understand your break-even point and how growth affects profitability. You don’t need to be perfect—just realistic.

How to Make the Process Easier

Use Templates and Tools

You don’t need to start from scratch. Plenty of free business plan templates are available online—check out sources like HubSpot, SCORE, or the U.S. Small Business Administration (SBA). AI tools can also help you generate drafts you can customize.

Source: Microsoft

Source: Canva

Start With a One-Page Plan

If the full version feels overwhelming, start with a one-page business plan. Summarize the problem, your solution, who it’s for, and how you’ll make money. Once that’s clear, expand into more detail over time.

Don’t Wait for Perfection

It’s okay if your first draft is rough. You’ll improve it as you learn more about your audience and market. A messy plan you can act on beats a perfect one that’s never finished.

Final Thought

A business plan isn’t just a formality—it’s a foundation. Whether you're trying to get funding, convince a partner, or simply understand your own goals better, putting your thoughts on paper brings clarity and direction.

You don’t need to be a business expert to start—you just need to start.

Company logo «Ferment.lab»

Similar logos

Company logo
«Ferment.lab»