Example of a Business Plan Story

Although it often takes both creative art & science to find and build the perfect Narrative for each unique Business Plan Story, here's a typical example of a Business Plan Story.

1. About you

Before anyone will be able to concentrate on listening to your story, you have to introduce yourself and tell them who 'you' are. It's like the 'Producted & Directed by...'-screen in the introduction to a movie, or the greeting of a person and telling them who you are before starting a conversation. It needs to be fairly formal and induce trust in who you are.

2. The Customer Insight

Identifying and describing the critical Customer Problem, or pain, that your target customer is suffering from and would really need or appreciate being alleviated from. This is the 'why' of why you're in this business in the first place - described and illustrated in a way that everybody can understand and preferably relate to.

3. The Market Opportunity

Quantifying and describing the size, value and growth of the addressable market for solving the Customer Problem - described and evidenced in fact-based, logical steps.

4. The Product Positioning

Describing your Product, or solution to the Customer Problem, and how it is different (and superior) to competitive offerings or substitutes. This the 'what' in what you're business is to selling to customers - described in plain, down to earth language that everybody can understand and relate to.

5. The (Digital) Sales Process

Designing and describing the process or mechanism by which you are generating and converting leads to customers, how you are distributing and delivering your product to them and how you are generating revenue and profits from this delivery. This is the 'how' in precisely how you're doing business and generating profits - described and illustrated as the blue-print-design for your scalable 'business machine' and key metrics of it's economics.

If the Business Plan Story has been well constructed, this is where your audience will have their compelling moment, or the aha-experience when they suddenly see and understand the resolution to the plot of the movie!

6. Organisation, Costs & Resources required

Describing the (assumptions about the) organisation, costs and resources required to operate your business as described in the Sales & Delivery Model (over the next 3-5 years). This information is mostly needed to form the basis for the Financial Forecasts - but needs to be laid out in easy to understand and sufficient (but not too granular) detail.

7. Financial Forecasts

Designing and describing your financial model, the assumptions and drivers behind it and the results (income, profit, cash-flow) it will generate in the coming 3-5 years - described and illustrated in logical steps based on key economic metrics of your (Digital) Sales Process and the Organisation, Costs & Resources required to operate it.

The Financial Forecast should ideally be just like the epilogue scene in the movie, where the hero and the heroess lives happily ever after - as was really already obvious after the resolution to the plot was revealed, or the beauty of the (Digital) Sales Process became clear.