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[email protected] Editor and Project Manager: Marla Markman, www.MarlaMarkman.com Book Design by TLC Graphics: www.TLCGraphics.com Cover: Tamara Dever; Interior: Marisa Jackson Copyright © 2014 by Hal Shelton All rights reserved. This book or any portion thereof may not be reproduced, displayed, or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. Purchasers of this book may copy worksheets from the book for their personal use when preparing their business plan. Although the publisher and author have used reasonable care in preparing this book, the information it contains is distributed “as is” and without warranties of any kind. This book is not intended as legal or financial advice, and not all the recommendations may be suitable for your situation. Professional legal and financial advisors should be consulted as needed. Neither the publisher nor the author shall be liable for any costs, expenses, or damages resulting from use of or reliance on the information contained in this book. Publisher’s Cataloging-in-Publication Data Shelton, Hal The secrets to writing a successful business plan : a pro shares a step-by-step guide to creating a plan that gets results / Hal Shelton. p. cm. Includes index. LCCN 2013949709
ISBN 978-0-9899460-0-1 (Print) ISBN 978-0-9899460-1-8 (Kindle) ISBN 978-0-9899460-2-5 (Other eReaders) 1. Business planning. 2. Small business. 3. Entrepreneurship. I. Title. HD30.28.S54 2013
QBI13-600168
658.4’012 Printed in the United States of America 20 19 18 17 16 15 14
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For entrepreneurs thinking of starting or growing their small businesses or nonprofits, and especially to the many SCORE clients I have had the pleasure of helping to start and grow their business dreams.
CONTENTS
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Foreword by W. Kenneth Yancey, CEO of SCORE Association Introduction Section I
BUSINESS PLAN BASICS
Chapter 1
BUSINESS PLANS 101: What Is a Business Plan and Why Do You Need One?
Chapter 2
WHAT’S YOUR STYLE: Finding What Type of Plan Is Right for You
Chapter 3
THE 4-1-1: Where to Go for Business Plan Help
Chapter 4
MAKE NO MISTAKE: Common Business Plan Writing Errors
Chapter 5
FORGET ME NOT: Smart Things to Do When Writing Your Plan
Chapter 6
FIRST STEPS: Starting With a Business Plan or Feasibility Plan
Section II
BUSINESS PLAN CONTENTS
Chapter 7
IN A NUTSHELL: Why the Executive Summary Is the Most Important Part of Your Plan
Chapter 8
GET ORGANIZED: Presenting Your General Company Description
Chapter 9
LIKE NO OTHER: Describing Your Products and Services
Chapter 10
GOING TO MARKET: Writing Your Marketing Plan
Chapter 11 GO WITH THE FLOW: Detailing Your Operations Chapter 12
TEAM PLAYERS: Who’s on Your Management Team?
Chapter 13
NUMBER SENSE: How to Prepare Your Financial Plan
Chapter 14
JUST IN CASE: What You Should Include in Your Appendix
Chapter 15
PASSION TIME: Business Planning for Nonprofits
Section III
FINANCING 101