Sample Business Plan

Foreword

This sample business plan was prepared by Craig Gonzales, undergraduate student, and by Dewey E. Johnson, Ph.D., Professor of Management and Director, Small Business Institute, Sid Craig School of Business, California State University, Fresno. The purpose is to provide a format for a simple business plan to test the feasibility of a business idea.

The data sources such as the International Premium Ice Cream Institute and locations such as Valley City are fictitious and do not represent any sources of data or actual locations. This information is provided only to make the plan appear more realistic.

The financial and other data used in this sample plan may or may not represent industry practice and are provided to illustrate formats, not actual business operations. This sample business plan has been reviewed by loan officers of financial institutions and generally represents a typical plan without the personal financial data and other forms required in the usual loan package.

Comments and suggestions for improvement are requested. Please send them to Dewey E. Johnson, Ph.D. Department of Management, The Sid Craig School of Business, California State University, Fresno, 5245 Backer Avenue, Fresno, CA 93740-0008. E-mail address is deweyj@csufresno.edu.

TABLE OF CONTENTS

TABLE OF CONTENTS 3

EXECUTIVE SUMMARY 4

THE BUSINESS DESCRIPTION 6

MARKET ANALYSIS 6

VISION STATEMENT 9

VISION TRIGGER 9

MISSION STATEMENT 10

BUSINESS OBJECTIVES 10

BUSINESS OPERATIONS 11

MARKETING 11

Product 11

Price 12

Place 13

Promotion 14

COMPETITIVE ANALYSIS 14

LEGAL STRUCTURE 18

MANAGEMENT EXPERTISE 18

SUPPORT PERSONNEL 20

CASH FLOW PROJECTIONS 21

Sources of Cash 21

Uses of Cash 24

SUMMARY 26

TABLES AND EXHIBITS

Table 1 - Number and Percentage Increases in Valley City Families by Income

Groups, 1980 to 2,000(Est)…………………………………………………...8

Table 2 - Number