The purpose of writing a business plan is two-fold: the first is for internal use by your company to plan, grow, monitor and measure business success.  The second is a modified version for external use when seeking funding from an outside source.  For either purpose, your business plan will:

1. provide you with a roadmap for working through all the steps necessary to manage and build a successful enterprise;
   
2. serve as a means for specifying the exact business you are in, the products and services you are providing, and who your customers are and how you will reach them;
3. serve as the “bible” for your business especially when responding to bids and proposals;
   
4. provide lenders and investors with a detailed plan of your business for the purpose of securing financing; and
   
5. assist you in setting and attaining goals, maintaining control, monitoring and measuring progress, and planning for the future.
   

 

When properly prepared and well thought out, a business plan is essentially a management and operating tool.  It is often referred to as a “roadmap” to starting and operating a business of any kind.  It will clearly define professional and personal goals and objectives regardless of whether you are:

•  starting a business;
  
• borrowing money;
• expanding an existing business;
• purchasing a business or franchise; or
• transferring, selling or closing a business.
  

When completed your business plan should clearly address:

•  products and services offered;
  
• company goals and objectives;
• financial goals and position;
• management team;
• your customer;
• contingency plan;
• measurements for business success; and
• what the future holds for the company.

 

The use of some products/services is not easily understandable, particularly if they are niche, new or unusual.  This means that educating prospective customers is necessary.  Materials that educate customers can also be used for marketing and can help increase sales by turning prospects into customers for life.  This education process can also provide prospective customers with information in other areas of your field that can be helpful and useful.
 
For example, if your company is a provider of cookware, you may want to email or snail mail prospects recipes that work well using that cookware, utensils that work best with the cookware, the best types of cleaners for the cookware, or other uses and users of the cookware.  Educational materials should:

• Provide prospects with a clear description of your products/ services and your company.
• Let prospects know how the use of your products/services benefits them and other products you have they could be interested in. 
• Provide them with other related information that could help them in other areas of your field.
• Provide a way for customers to reach you by phone and online. 

Creating YouTube video demonstrations, Facebook, Instagram and Pinterest posts, as well as blogs, are excellent ways to educate your customers while simultaneously marketing your products and services.