Does the plan contain the key components outlined page 155 (in Section 6-4) of the textbook, such as an
Executive Summary, Company Background, Financial Plan, and Marketing Plan?
Was the plan you reviewed compelling and organized? Did it accurately and clearly present the business and
the products and/or services offered? Would you invest in this particular business after reading the plan?
You may also possibly consider the following:
The executive summary. In one or two pages, it should convey the market opportunity and the uniquely
compelling features of the business that will help it meet that opportunity. The executive summary should excite
you and make you want to turn to the next page. If it doesn’t, the entrepreneur might lack marketing or writing
skills.
Examine the company strategy for capturing its market. The plan must clearly describe the problem the
company is solving or need it is meeting for customers, and then propose a solution. Closely examine the
alignment between problem and solution. Will the company actually address that need? This evaluation must
take into account the product or service being offered, the operational capacity and efficiency with which the
business actually can produce its product, and the quality of the proposed marketing efforts.
Understanding of the competitive landscape. The business plan should describe the competitive landscape in
which the company operates, preferably by referencing Porter’s 5 Forces or another well-established tool. Look
for detailed breakdowns and analyses of each of it competitors, and of how the company is different and better
than the competition in a particular niche.
The management team. Look for experience, integrity and passion in the executive team. Bios and brief
highlights of each executive’s strengths and expertise should accompany standard business information such
as headquarters and corporate structure. The company should have experienced advisers, either formally or
informally. It is paramount that the principals involved in the business convey their passion and drive toward
success with this project. If the founders haven’t invested their own capital into the business, or plan on
keeping their “day jobs” while running the business, they might lack faith in the project.
The financial plan. Does it include sources of financing and pro-forma financial statements? Are the financial
projections promising and realistic?