Writing a Business Plan

Writing the Business Plan (BP), the key document that potential investors will want to see to guide their decision on whether to invest their hard-earned money in your idea. Remember: an investor may see hundreds of proposals. He has no knowledge of your proposed business, and doesn’t actually care about it. He just wants to be convinced that it’s a good risk.

There is no set standard, but the key point is that the document must be readable, contain all relevant information in an easily accessible form, and must align with the supporting information.

It is hard for an entrepreneur, bound up in his enthusiasm for his new venture and juggling many demands on his time, to step back and write a dispassionate, accurate and easily digested BP.

How can WBM Help?

WBM will produce a professional BP. We will use your logo (You do have one? If not, we can help design one) as part of a title page, with a single snappy sentence to catch attention underneath.

The BP must align with a wider set of documents. WBM will assist you to create:

  • Financial projections – a spreadsheet giving the financial forecast for the first three years
  • Investor presentation (the “Pitch Deck”)
  • Director’s Service Agreements
  • Companies House filings and Share Register
  • Other supporting information

The BP document will be formatted to the standards that a professional organization will be expected to produce, and will contain some or all of the following:

  • A Table of Contents and List of References.
  • An Executive Summary, distilling the whole thing into one page.

Using the information you provide, WBM will then include sections headed as follows:

The Market

How big is your market (you did check?). What part are you targeting? Why are you different/better than the others – what is your Unique Selling Point?


How will you operate? What partnerships will you use to deliver your product?

Earnings Estimates

This section will refer to your detailed 3 year financial projections (you did those, of course!).

Total Gross Earnings

Distils the arithmetic to “We will generate XXX pre-tax profit per year in Year X”.

Capital and other Costs

Sets out how much investment you need and why.


What risks do you foresee, and what allowances have you made?

Sales Channels

How will the product be sold? What are the costs of sale?

Business Process

What systems (computer or human) do you have to run the business? How do they work? Are they written down so new staff can quickly and accurately start working?

Legal and Commercial

What resources (internal and external) do you have to ensure that you have solid contracts and are operating within the law?

Capital and Share Issue

How many shares will you issue, at what price? How do you justify the total value of the company?

Key Personnel

A potted CV of each of the key people.


Any sophisticated investor will know the old saying “No battle plan survives first contact with the enemy”. This translates to “No business plan survives first contact with the customer”. YOU WILL BE WRONG – but the point is to demonstrate that you have made the best effort to put together a coherent and reasonable strategy, and have included the “known unknowns” as far as possible.

If you would like us to contact you at the earliest opportunity, to discuss creation of your Business Plan, then please complete the following details and we’ll be in touch as soon as possible: