Table of Contents

Contents
1.0 Executive Summary .................................................................................. Error! Bookmark not defined.
1.1 Business Objectives .............................................................................. Error! Bookmark not defined.
1.2 Mission Statement ............................................................................... Error! Bookmark not defined.
1.3 Guiding Principles ................................................................................ Error! Bookmark not defined.
1.4 Keys to Success .................................................................................... Error! Bookmark not defined.
2.0 COMPANY DESCRIPTION .......................................................................... Error! Bookmark not defined.
2.1 Ownership ............................................................................................ Error! Bookmark not defined.
2.2 Legal Form ............................................................................................ Error! Bookmark not defined.
2.3 Start-up Summary ................................................................................ Error! Bookmark not defined.
2.4 Location ................................................................................................ Error! Bookmark not defined.
3.0 Products ................................................................................................... Error! Bookmark not defined.
3.1 Products/Services Descriptions............................................................ Error! Bookmark not defined.
3.2 Competitive Comparison ..................................................................... Error! Bookmark not defined.
3.4 Inventory Management ....................................................................... Error! Bookmark not defined.
3.5 Business Model .................................................................................... Error! Bookmark not defined.
4.0 Market Analysis ........................................................................................ Error! Bookmark not defined.
4.1 Industry Analysis .................................................................................. Error! Bookmark not defined.
4.2 Market Size and share.......................................................................... Error! Bookmark not defined.
4.3 Target Market ...................................................................................... Error! Bookmark not defined.
4.4 Market Segments ................................................................................. Error! Bookmark not defined.
4.5 Market Trends ...................................................................................... Error! Bookmark not defined.
4.6 Market Growth .................................................................................... Error! Bookmark not defined.
5.0 Marketing Strategy and Implementation ................................................ Error! Bookmark not defined.
5.1 SWOT Analysis...................................................................................... Error! Bookmark not defined.
5.1.1 Strengths ....................................................................................... Error! Bookmark not defined.
5.1.2 Weaknesses................................................................................... Error! Bookmark not defined.
5.1.3 Opportunities ................................................................................ Error! Bookmark not defined.
5.1.4 Threats .......................................................................................... Error! Bookmark not defined.
5.2 Strategy Pyramid .................................................................................. Error! Bookmark not defined.
5.3 Unique Selling Proposition (USP) ......................................................... Error! Bookmark not defined.
 5.4 Pricing Strategy .................................................................................... Error! Bookmark not defined.
5.5 Promotion and Advertising Strategy .................................................... Error! Bookmark not defined.
5.7 Website/Online presence .................................................................... Error! Bookmark not defined.
5.8 Sales Programs ..................................................................................... Error! Bookmark not defined.
5.9 Exit Strategy ......................................................................................... Error! Bookmark not defined.
6.0 Organization and Management ............................................................... Error! Bookmark not defined.
6.1 Organizational Structure ...................................................................... Error! Bookmark not defined.
6.2 Management Team .............................................................................. Error! Bookmark not defined.
6.2 Personnel Plan ..................................................................................... Error! Bookmark not defined.
7.0 Financial plan ........................................................................................... Error! Bookmark not defined.
7.1 Startup Costs ........................................................................................ Error! Bookmark not defined.
7.2 Sales forecast ....................................................................................... Error! Bookmark not defined.
7.3 Break-even Analysis ............................................................................. Error! Bookmark not defined.
7.4 Projected Profit and Loss ..................................................................... Error! Bookmark not defined.
7.5 Pro forma profit and loss statements .................................................. Error! Bookmark not defined.