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Additional resources for Anatomy of a Business Plan: A Step-By-Step Guide to Building a Business and Securing Your Company's Future, 5th Edition

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Are you starting from scratch or building on a familiar name? What are the characteristics of this brand that you want to reinforce in the minds of consumers? What level of brand awareness do you hope to achieve? • Build a strong customer base. Who are your best customers? What customers are most likely to spend money, and return? What is the profile (demographics, psychographics) of your ideal customer? How can you reach this market, online and offline? What particular characteristics of your company/product/service are most likely to inspire loyalty in your ideal customers?

Examine their design, format, and content. Is the site professional and complete? What features and benefits do they promote? How do they position their product/services to their target market? What websites do they link to? What is the nature of the content they provide? Do they offer any community-building, message boards, or chat rooms? Do they feature special events? Investigate the prices of their products and services. How do they compare to yours? Do they offer the same products/services?

Anatomy of a Business Plan, Chapter 3, The Executive Summary 23 Sample Executive Summary 1. If you are not planning to seek a lender of investor The following is an example Executive Summary for a company whose goal does not involve seeking financing from a lender or investor. It is different from the second example in that it does not involve justification of financing or a schedule for receipt of funds, repayment of a loan, or plans for return on investment to a venture capitalist (equity partner).

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