Business plan

The business plan is the reference document before creating a company that will allow you, your entourage and future investors to have a clear idea of the project. The main objective of the business plan is to attract potential investor(s). It is thanks to this document that they will decide (or not) to go further with you.

You must begin to understand the critical importance of this document. The quality, completeness and quality of the information it contains will determine the success of your financing request to create your company… That is why it is important to take care of your business plan as much as possible.


The construction of the business plan generally follows a logical reasoning, which demonstrates step by step that:

The planned activity can generate significant profits:
there is a strong unmet need;
the solution envisaged meets this need and is attractive enough to trigger a purchase act;
this need concerns a large number of potential customers;
this activity will generate a significant turnover and be profitable;
The team includes complementary profiles that bring together:
the necessary technical, commercial and financial skills;
experience and contacts in the market;
the ability to manage a business;
The company will have a significant and sustainable market share:
actual or potential competitors are identified;
the company enjoys competitive advantages;
competitors are penalized;


There is no universal business plan model suitable for all projects. This may include the following chapters and elements:

A presentation of the team
A presentation of the project leader and the company’s key people. With a summary of the CVs. It is good to show that these profiles are complementary, that the team is experienced and that it brings together all the necessary skills.

2. A presentation of the products and/or services offered

What needs do they meet?
What is the existing offer?
What is the innovative nature of the products/services, the advantages and disadvantages compared to the existing offer?
Describe the context, specify the opportunity, why have these products not already been offered?
Is the market ready?
3. The Market

Who are the targeted customers?
Why does the company provide a new solution to an existing need?
Demonstrate the existence of a market;
Results of surveys of customers or prospects;
Customer segmentation: identify the different categories of customers;
Targeted geographical area – Market vision: understanding the company’s economic environment, main players, positioning in the value chain…
Market size and evolution: demonstrate the importance and growth of this market;
Market research;
4. The Economic Model:

The purpose of this part is to demonstrate the company’s ability to create value through its activity, generate significant turnover and high profitability. The following points can therefore be developed:

The company’s sources of income;
Distribution channels;
Pricing policy: selling price of products or services;
The commercial strategy;
5. Competition:

Direct and indirect competitors;
Barriers to entry for new entrants;
Highlighting competitive advantages;
6. The Company or the Company:

Structure: legal form, date of creation, start of activity;
Capital, nature of the contributions;
7. Action Plan

Corporate strategy, key success factors, quantified objectives;
Research and Development (R&D) Plan: investments and necessary resources;
Production: production site, production costs of products or services, material and human investments required;
Marketing and communication: objectives, communication plan, targets, messages, materials, communication budget, marketing action plan, planned campaigns, performance monitoring, marketing budget, conversion rate, customer recruitment cost;
Sales action plan: sales objectives, organization and animation of sales teams, sales process;
Human resources management;
International development plan;
8. Financial forecasts :

This part shows the financial profitability of the company. It usually provides quarterly forecasts over three to five years:

Estimation of revenues: in accordance with the revenue model described above, based on prudent, detailed and justified assumptions;
Estimated costs: in line with the action plan described above;
Neutral: When will it be reached? Under what conditions?
Pre-tax income statement

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