TABLE OF CONTENTS
I. Executive Summary 6
Introduction 6
Opportunities 6
Business Concept 7
Market 7
Management and Organization 8
Financial Highlight 8
II. Market Overview 10
Overall Market 10
Customer 11
Competition 12
III. Company Overview 14
Company Brief 14
Company Ownership 14
Vision 15
Mission 15
Services 16
Key factor of success 16
Goals 16
IV. Product/ Service 18
Product/ Service 18
Customer Value 19
V. Marketing Plan 20
Target Market 20
Product/Service 21
Price 21
Place/ Distribution 22
Promotion 23
Sales Forecast 25
VI. Management and Organization 26
Key Personnel Resource 26
Human Resource Management Strategy 26
Founders Equity Split 27
VII. Financial Plan 28
Source of Funds 28
Revenue Forecast 28
Project Cash Flow Statement 29
Project Income Statement 30
Breakeven Analysis 31
Project Balance Sheet 32
VIII. Risk 34
Market risks 34
Financing risks 35
Managerial risks 35