Company Synopsis and History

This section presents an overview of your company from the beginning (if it was set up before you wrote this business plan) to now. In this section, specify the work and sales (if applicable) you have achieved to date.

Industry Overview

Present your industry sector. Describe some of the trends in the field, as well as growth possibilities. Provide a summary of the various sub-sectors that make it up, since they define the context in which your business will develop.

The “Industry Overview” section should answer the following questions:

• What is the overall size of your industry (potential sales, number of customers, etc.)?
• Is your sector dependent on seasonal factors?
• What trends have an impact on your sector (e.g. interest rates, legislation, seasonal variations)? Are these trends increasing or decreasing?
• What is the long-term outlook for your industry?

Industry Positioning

Most businesses succeed because they have claimed a small part of their market, commonly called a “niche”. You should describe the product or service you’re selling, its unique features and how you will carve out a place in the industry.

This section should answer the following questions:

• Briefly, what are your products or services? Provide a truthful evaluation of your strengths and weaknesses. Specify how your product or service is unique.
• How do you intend to protect your distinctiveness? Have you taken legal measures, such as filing patents, trademarks or copyrights?
• Who are your competitors? What percentage of the market do they control? What are their strengths and weaknesses?
• What are the obstacles to breaking into your industry sector? Can your competitors easily copy your product or service?
• What is the role of technology in creating your product or service? Is it easier or harder for your competitors to offer a comparable product or service?