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How to raise money ?- start with a plan

As a professional marketing consultant, I have seen many entrepreneurs struggle with writing a business plan that effectively communicates their vision and objectives to potential investors or lenders. In this blog post, I will share with you some tips on how to write a compelling and powerful business plan that will help you secure funding and support for your new business.

5 key points to start

  1. Start with a clear and concise executive summary The executive summary is the first section of your business plan that potential investors or lenders will read, so it's crucial to make it clear and concise. In this section, you should explain the key elements of your business, including its mission, target market, unique selling proposition, financial projections, and funding requirements. It should be no more than two pages long and should be written in a way that captures the attention of the reader and encourages them to keep reading.

  2. Clearly define your target market One of the biggest mistakes entrepreneurs make when writing a business plan is failing to clearly define their target market. To write a compelling business plan, you need to have a deep understanding of your target market, including their needs, preferences, and buying habits. Use data and research to support your assumptions and provide a detailed analysis of the market opportunity.

  3. Outline your competitive advantage Your business plan should clearly outline your competitive advantage, which is what sets your business apart from others in the market. This could be your unique product or service offering, your pricing strategy, or your distribution channels. Whatever it is, make sure it's clear and compelling, and that you can back it up with data and research.

  4. Provide detailed financial projections Investors and lenders will want to see detailed financial projections that demonstrate the viability of your business. This should include a three-year income statement, balance sheet, and cash flow statement, as well as a break-even analysis and an explanation of how you plan to use the funding you are seeking. Be realistic and conservative in your projections, and make sure to address any potential risks or challenges that could impact your business's financial performance.

  5. Keep it concise and easy to read Finally, it's important to remember that your business plan should be concise and easy to read. Use clear and concise language, avoid jargon and technical terms, and break up the text with headings, bullet points, and graphics. Make sure it's easy to navigate and that the reader can quickly find the information they need.

This is layout and page structure you should consider:

I. Executive Summary (1-2 pages)

  • Brief overview of the company, including mission statement and target market

  • Description of the products/services offered

  • Unique selling proposition and competitive advantage

  • Financial projections and funding requirements

  • Contact information

II. Company Description (2-3 pages)

  • Overview of the company history and background

  • Mission statement and company values

  • Products/services offered and target market

  • Legal structure and ownership

III. Market Analysis (2-3 pages)

  • Overview of the industry and market trends

  • Analysis of the target market, including demographics, psychographics, and behavior

  • Competitor analysis, including strengths and weaknesses

  • SWOT analysis

IV. Products/Services (2-3 pages)

  • Detailed description of the products/services offered

  • Unique selling proposition and competitive advantage

  • Intellectual property and patents

  • Research and development plans

V. Marketing and Sales (2-3 pages)

  • Marketing and advertising strategies, including channels and budget

  • Sales strategy and tactics, including pricing and promotions

  • Customer acquisition and retention plans

  • Sales projections and metrics

VI. Operations (2-3 pages)

  • Overview of the production and delivery process

  • Description of suppliers and partners

  • Inventory management and control

  • Quality control and assurance

VII. Financial Projections (3-5 pages)

  • Three-year income statement, balance sheet, and cash flow statement

  • Break-even analysis and key financial metrics

  • Funding requirements and use of proceeds

  • Assumptions and risks

VIII. Management Team (1-2 pages)

  • Overview of the key management team members, including experience and qualifications

  • Organizational chart and roles and responsibilities

  • Staffing plan and recruitment strategy

IX. Appendices (as needed)

  • Supporting documents, such as market research reports, customer surveys, and legal documents

The Introduction:

The introduction of the business plan should provide a brief overview of the business and what it aims to achieve. It should also introduce the reader to the company's products or services, target market, and unique selling proposition. This should be done in a clear and concise manner that captures the reader's attention and encourages them to keep reading.

The Summary:

The summary should be a brief recap of the key elements of the business plan. It should include the company's mission statement and target market, the products or services offered, the competitive advantage, financial projections, funding requirements, and contact information. The summary should be no more than one page long and should be written in a way that is compelling and easy to understand. It should be designed to give potential investors or lenders a quick overview of the business and its potential for success.


The approach to writing a business plan can vary depending on the stage of the business and the level of funding being sought. Here is an overview of the differences in approach for pre-seed, seed, and different levels of funding:

  1. Pre-Seed At the pre-seed stage, a business plan is often more focused on outlining the business concept and vision, as well as the market opportunity and potential for growth. It may also include a basic financial model or projections, but the focus is primarily on demonstrating the potential of the business idea and attracting initial investors or partners.

  2. Seed At the seed stage, a business plan will typically include a more detailed financial model or projections, as well as a deeper analysis of the market and competitive landscape. It may also include a more detailed product roadmap and marketing strategy, as well as a plan for scaling the business. The focus is on demonstrating the viability of the business model and attracting larger investments.

  3. Levels 1-4 As a business progresses and seeks higher levels of funding, the business plan becomes more detailed and sophisticated. At Level 1, the focus may be on securing funding to launch the product or service and establish a foothold in the market. At Level 2, the focus shifts to scaling the business and achieving profitability. At Level 3, the focus is on expanding the business internationally and developing new products or services. At Level 4, the focus is on achieving significant growth and potential acquisition or IPO.

The business plan for each level may include more detailed financial projections, market research, competitive analysis, and operational plans. It may also include a more detailed management team structure, marketing and sales strategy, and product development plan. The focus is on demonstrating the potential for significant growth and return on investment for larger investors or acquirers.

Overall, the key difference in approach for each stage of funding is the level of detail and sophistication required to attract the desired level of investment. At the pre-seed stage, the focus is on demonstrating the potential of the business idea, while at later stages the focus shifts to demonstrating the viability and potential for significant growth and return on investment.

For further help please get in touch: Stuart Greenfield: 07788 662697 email:


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