Introductory paragraph

Location Analysis:

• Explain the general area where your business will be located, describing the surrounding population of potential customers (provide numbers).
• Describe any other factors in your choice of location, such as your proximity to transportation, suppliers, or relevant services.

Site Analysis:

• Describe the site of your business, including any relevant details such as parking, neighbouring firms, visibility, and traffic (provide numbers).
• Explain why this choice of a site is appropriate for what you are selling appropriate for the customers groups to whom you are selling.

Site Expenses:

• If you are leasing your business premises, outline the major provisions of the lease including all rental and maintenance fees and renewal terms.
• Or if your business is home-based, calculate the percentage of the home (in square footage) that will be sued exclusively for business purposes. Explain the ownership or arrangements of the home.

Market Potential:

• Clearly define the market potential you are estimating. Explain how you calculated the annual expenditures of your group for each product or service.
• List all the relevant data you have gathered, indicating the sources. (Use an appendix if the information is extensive.)
• Clearly explain any calculations or logic involved in estimating the market potential and indicate the dollar value of your estimate.

Competition:

• Name, locate, and briefly describe any direct competition to your business. Provide an estimate of the sales of each, explaining your sources of information.
• Name, locate, and briefly describe any indirect competition.
• Describe any advantages you will have over the competition.

Sales Forecast:

• Make as many sales forecast estimates as you can, using different methods. Rank the different estimates to show the range of sales you might expect.
• From the information above, choose or calculate a single conservative estimate of sales that you will use for planning your business. Explain your choice.

Legal Organization:

• Briefly describe any business insurance you will carry, explaining the coverage, the premium, and the payment schedule.
• Explain any techniques you will use for protection against theft or other dangers to which the business could be subject (security systems or operating policies for example).
• Describe any intellectual property of the business and how it will be protected.