A business plan describes what a business will do, who it serves, how it will make money and what it needs to get there. Investors and lenders read the executive summary first and the financials second, so those two sections carry the most weight.
A traditional plan runs 15 to 30 pages. Set it out like a contents page; open any section to see what goes in it and the question the reader is asking.
The executive summary compresses the whole plan into one page. The structure holds across business types; the evidence changes.
The business. Crumb Corner, a bakery café opening in Leith, Edinburgh, in spring 2027.
The problem. The area’s 9,000 new residents have no café open before 8 am.
The market. Two office buildings (1,400 staff) and a primary school within 300 metres.
Proof of demand. Weekend market stall sells out every Saturday; 600 people on the mailing list.
Team. Owner: 8 years as a pastry chef, including 3 managing a city-centre bakery.
The same plan is read differently by each audience. Every reader starts with the executive summary; after that, each checks a different part hardest.
| Reader | What they decide | What they check hardest | What to strengthen |
|---|---|---|---|
| Bank | Whether you can repay a loan | Whether the cash flow forecast shows they will be repaid | Security, existing income, realistic sales |
| Investor | Whether the business can grow large | Market size and whether the team can deliver | Growth plan and how they will get a return |
| Your own team | What to work on this year | Goals and milestones | Clear owners and dates |
Almost every plan includes these three forecasts, usually for three years, with the first year by month. The business plan outline guide explains each in detail.
Every forecast rests on assumptions. Write them down in a short list so a reader can check your reasoning instead of doubting the whole plan.
A lean canvas is a one-page business plan in nine boxes, used to test an idea before writing the full plan. Here it is filled in for the café from the example above.
