Business Plan Table of Contents Tips

A business plan’s table of contents is presented just after the cover sheet, giving a full overview of the sections within the plan. Why, you might ask, is a table of contents needed if the plan is intended to be read straight through, from start to finish, by its audience of potential funders? The reality is that readers will often want to jump around during and after their reading of the plan if they become engaged enough to consider it an option for funding. Looking at Strategic Fit Readers will be concerned with the strategic fit of your business concept. Strategic fit is how the activities of your organization work in concert to contribute to your competitive advantage. For example, if the competitive advantage discussed in your competitive analysis describes building a premium brand based on high quality, discussion of coupons and rampant discounting in your marketing plan may not jibe. In a sense, all of the aspects of your business must build towards achieving the competitive advantage you mention. There is good reason for readers to flip back to this section as they examine the rest of the document. Comparing Numbers Another reason why readers may jump around is to compare the numbers you present in the financial statements and financial summary at the end of the plan with the methods and tactics you detail earlier. They will look to see that, in their understanding, you will be able to accomplish what you say you will within the level of expenses you describe. They will also want to check that your revenue projections are reasonable given the market size and specific customer target markets you detail in your industry and customer analysis sections. Preferences of Individual Funders Different individuals reading your plan will have different backgrounds and expertise. They may feel most comfortable evaluating the section of your plan related most directly with their expertise (such as marketing, operations, finance, or human resources). For this reason, your plan must make it easy for readers to jump to any section they see fit. While the section may build upon ideas discussed in previous sections, each should also stand alone to a certain extent.