- Executive summary
- Key message from the entire document including aims and financial targets
- Vision
- What are you trying to achieve and why you are equipped to do it
- Company background
- History, location, legal position and current key financial information
- Products and services
- What needs they are satisfying and the source of value
- Any relevant technology, supply chain/IT/operations management, innovation pipeline, sales info, legal and regulatory information, minimum viable product (MVP)
- Market analysis
- Data on the size and growth rate of the market and specific customer segmentation targeted including research
- Summary of main competitors, their financial details and their strength and weaknesses
- Marketing strategy
- List of activities (including online and social media), why and cost
- Statements regarding positioning, pricing, and promotion of the products and also sales strategy, forecasts, and disclosure of any partnerships or alliances
- Financial strategy
- Key financial indicators, projected income statement, projected balance sheet, and any important financial ratios and cash flow analysis
- Management team
- Organisational chart, biographies of key team members, and a discussion of plans for new hires
- Back up plan
- Plan B, C and Z and exit plan
Source: A. J. Evans