How to Write a Startup Business Plan

In this course you will learn exactly what goes in your business plan. We will take you through all the steps of creating a business plan and show you what to be aware of when crafting the plan. You’ll learn why your business plan isn’t just a piece of paper you show investors, but the very DNA of your company. Crafting a business plan doesn’t have to be an exhausting task. We will show you how to make it shorter, sharper and more precise and get you ready to impress investors as well as your team.

January 21, 2021 · Christian Nicolai Thiesen

The Business Plan is The Backbone Of Your Company

If you’re interested in entrepreneurship or dreaming of starting your own business, you’ve probably also heard about the paramount importance of a business plan. Maybe you’ve even downloaded one of the endless numbers of templates you can find online. And maybe - just maybe - you’re already exhausted from just thinking about climbing the business plan mountain. If you don’t exactly know where to begin, writing a business plan can seem like a daunting task. But don’t lose faith! It’s actually not that hard.

Writing a business plan as a startup doesn’t have to be a 30-page task. Luckily, more and more investors want to see short, precise, and to-the-point business plans that won’t take them forever to chew through.

This doesn’t mean that your business plan isn’t a vital document for your business. And it doesn’t mean that it’s not a big task either. It just means it’s doable, even without a business degree.

So, what is a business plan?

The business plan is the backbone of your company. Contrary to popular belief, it’s not “just” a document you need to present to your bank or to potential investors. It’s essentially the creation of your business on a piece of paper. While a piece of paper isn’t an actual business, it is a great way to prepare, control, and grow your idea into an actual profitable business.

Don’t spend endless amounts of precious time writing a long, formal, perfect document. Instead, think of your business plan as a short(er), sharp, work-in-progress description of your business strategy. A great business plan will help you build your business and get you ready to present your plan to potential investors.

Are you looking for a template for your startup business plan? We've made one - and it's fully guided and filled with examples from real-life business plans too! Sign up for Cuttles and start planning today.

When you're done reading, you'll know

  1. Why you should write a business plan
  2. What you will get out of planning your business
  3. Exactly what to put in your business plan
  • Your concept
  • The opportunity
  • Your product
  • Your business model
  • Competitors
  • Customers
  • Your marketing plan
  • A roadmap
  • How to convince investors of your startup plan

Why should you write a business plan?

We’re going to take a wild guess and say that the entrepreneur inside you would probably rather jump straight to building your product than write a business plan. But writing your business plan is building your business. And we recommend that you get started while your idea and your motivation is fresh!

Here are the main reasons why you shouldn’t cut corners on this one:

No pain, no money gain

You’ll need a business plan if you want to raise seed money for your idea. And you'll need one to get more investment later on. We know, we just said that the business plan is not just a document for investors. But if you do plan on going out and pitching your startup to investors, you will have to show them that you have a good handle on how to make your business succeed.

You’re building the DNA of your business

Writing your business plan forces you to think about every detail of your business. It will ultimately make you smarter about the market, your customers, and your competition. It will also help you make important decisions, overcome critical challenges, and minimize the risks that inevitably come with building a startup. Having a solid plan is key to making your business a success.

Set goals, achieve milestones, prioritize and strategize

Building a business is all about setting goals and reaching them. To do that you need to strategize, prioritize, and work hard of course. While a business plan won’t do the hard work for you, it will help you know where to focus your resources and energy.

Did you know Cuttles has a roadmap feature that helps you plan and prioritize your work? You can use it to simplify your business planning and your day-to-day planning all at once.

No need to be book-smart

Okay, we’re pretty sure you get it now. Let’s move on to actually writing the thing. We’re not going to lie. It will take time to write the first edition of your business plan. The most important things to remember are to keep your business plan short, to the point, and always, always, always have your audience in mind.

Steer clear of technical terms that no one understands. Your business plan isn’t the place to sound book-smart. It’s the time to make yourself understandable, professional, and to convince and intrigue your team as well as external stakeholders.

Here's what to put in your startup business plan

You don’t have to be a business expert to write your business plan. Focus on one section at a time and before you know it, you’ll cross the finish line. We promise! Here are the 11 sections you should include in your business plan:

Your concept

What is the main idea of your business? You want to get people to read your whole business plan. That’s why you should start with:

  • A catchy introduction
  • Your mission and vision statements

The opportunity

Next, it’s all about describing the opportunity you’ve seen. It’s important that you focus on the outside for now and don’t spend a whole lot of time focusing on your company. We’ll save that for later. The opportunity should include:

Your product

Now’s the time to present what your company actually wants to do. Go crazy! The product description includes:

  • The product you want to build
  • Your pricing strategy
  • Distribution channels to get your product from desk to customers

The business model

How are you going to make money and what do you need to do to succeed? In the business model, include these things:

  • The key resources you need to make things work
  • The key activities you’ll need to carry out to make your business work
  • The partnerships you’ll need to establish
  • A description of your cost structure
  • A presentation of your revenue streams and how you’ll ultimately make some cash

Your competitors

Time to get to know who you’re up against. This section should present:

  • Your competitors
  • Your competitive advantages

Your customers

Who’s going to buy your product? This section of your business plan should provide a detailed description of the customers you want to reach and how. Include:

  • Who your customers are
  • The different segments you can divide them into
  • The value you bring to the people you serve

Your marketing plan

How are people going to know about you? This section is all about how to reach your audience. Write about these things:

  • Cover the basics with a SWOT analysis
  • The marketing channels you’ll use to reach your customers
  • How you’ll build a strong customer relationship
  • The brand position you want your business to have

A roadmap

It’s time to break down the road ahead. Describe the steps you need to take to make all of this happen. Include things such as:

  • Key milestones you want to reach
  • Key actions you need to take

Risks and challenges

Unless you’re able to see the future, you’ll need to think about the risks and challenges you may face on the road ahead.

Introduce your team

Your team is probably your most important asset. It’s the people who will drive your idea to where it needs to be and the people who will convince investors to bet on you. Present your team and the reasons why it's so awesome.


What’s your closing statement? End your business plan on a high note by presenting the winning argument that’ll ultimately convince people that your idea and your business is destined for success.

And just a friendly reminder. It's not writing a business plan that'll get you ahead. It's going through the actual planning process and doing the work. Combine that with these steps to start a startup, and you will have a business by the end of it. 

Useful Tools for Business Planning

Planning your business is to convince your peers

In the end, the goal of your business plan is to convince - to show that your startup idea is equitable and thereby convincing yourself and others to invest time and money into your business.

Why should your business plan convince you?

As an entrepreneur, you are probably dreaming of how your future business can prosper. It is like any entrepreneur to focus on the endless possibilities in a ‘can-do’ matter. Your business plan will help you turn your startup into more than just a dream because it provides you with the needed insights and resources to grow as a profitable business. Your business plan becomes a tool to refine any issues that might prevent you from succeeding and find new market opportunities.

Who else should your business plan convince?

Growing your business involves outside stakeholders. From financial investors to partners and employees. We have listed the key agents of your business venture right here:

1. Investors

To evaluate the potential of your business, investors require a solid business plan. They will want to see that you've thought of everything, have a strategy, and that you're going in a smart (yes, that means profitable) direction.

2. Financial sources

You might need capital from banks or financial institutions. To assess the risks of loans, the business plan provides lenders with the right insights to determine that risk.

3. Employees

Acquiring the right employees to help the business prosper takes convincing. Your plan can help employees to understand the goals and how you plan to achieve them.

4. Partnerships

Over time you might find it beneficial to partner with other companies. The business plan will help convince both parties whether joining ranks is the most beneficial move.

What are the main concerns of your investors and partners? We have reduced it to five principles:

  • To invest in an industry to which they can relate. So, if you are creating a tech-business, this is the area for which you should look for investors as well.
  • To match with a team of people on a personal level. Sometimes it comes down to chemistry. So, if your investors are doubtful about your idea, they might choose to invest based on you, your team, and your professional experience.
  • To find a competitive advantage in the market. It doesn't only matter how big a market you are looking to conquer, but whether you have a competitive advantage in that market.
  • That your business is not just based on dreams but has a valid position in the market. It is key to show investors that your business can attain substantial growth.
  • To show how you plan to cover expenses for your business. This includes the cash flow plan as to how much money you spend and earn.

As your business grows, you may need to refine and change some aspects of your business, such as customer group, product, service, or your target market. When you can identify what challenges your business may be facing, you can adapt to new opportunities.

The bottom Line

To start a business, you need the right framework and analysis tools to convince the right people. In this guide, we have provided you with the essential tools for getting started. When you do the proper research of the current market, financials, and competitive landscape, it can provide you with the key information you need to get you moving.

And if you think business planning is only for business professionals with a five year-degree, you are wrong. Building a business takes work, but anyone can get started with the right tools and mindset to follow their dream. We believe in yours!

Ready? Set. Build your business!