Contents -- Preface -- Introduction -- Section One - Before Writing Your Plan -- Chapter 1. Plan to Prosper: Business Plan Basics -- How Long Should Your Plan Be? -- When Should You Write It? -- Who Needs a Business Plan? -- Why Should You Write a Business Plan? -- What Your Business Plan Can't Do -- Business Planning Risks -- Expert Advice -- Chapter 2. Digging for Dollars -- Direct Funding Sources -- Indirect Funding Sources -- Expert Advice -- Chapter 3. Put Your Plan to Work -- Evaluating a New Venture -- Selling with Your Plan -- Informing Suppliers and Customers -- Managing with Your Plan -- Monitoring Your Business's Performance -- Attracting Good People -- Plan for the Possibility of Failure -- Update Your Plan -- Expert Advice -- Chapter 4. Before Beginning Your Plan -- Determine Your Goals and Objectives -- Financing -- Planning -- Hiring -- Assessing Your Company's Potential -- Expert Advice -- Chapter 5. One Plan Does Not Fit All -- Differences Among Industries -- Presenting Yourself in the Best Light -- Types of Plans -- Why You May Want More than One Plan -- Expert Advice -- Section Two - Writing Your Business Plan -- Chapter 6. Executive Summaries Sell Ideas -- Purposes of the Executive Summary -- How Much Cash -- The Goals of Financiers -- Who Will Own What -- Putting Your Best Foot Forward -- Company Description -- Optional Information -- Extract the Essence -- Expert Advice -- Chapter 7. Management Makes Money -- Your Managers -- Hiring Projections -- Adding and Retaining Key Employees -- Board of Directors or Advisors -- Outside Professionals -- Licenses and Certifications -- Expert Advice -- Chapter 8. What You Are Really Selling -- What Is Your Product or Service? -- What Makes It Worthwhile? -- Liability Concerns -- Expert Advice -- Chapter 9. Riding Industry Trends -- The State of Your Industry -- Market Research -- Trends.

Barriers to Entry -- Identifying Competitors -- What Makes You Better? -- Expert Advice -- Chapter 10. Marketing: The Plan Within Your Plan -- Defining Your Product -- Defining Your Customer -- Setting Prices -- Place -- Promotion -- Follow-Up Plan -- Expert Advice -- Chapter 11. How Does Your Business Work? -- Operations for Retail Service Firms -- Operations for Manufacturers -- Information Technology and Operations -- Expert Advice -- Chapter 12. Expressing Your Ideas in Financial Terms -- Income Statement -- Balance Sheet -- Cash Flow Statement -- Personal Financial Statement -- Financial Ratios -- Forecasts -- Expert Advice -- Section Three - Enhancing Your Business Plan -- Chapter 13. Enlightening Extras: Appendices -- Key Employee Resumes -- Product Samples -- Advertising Samples -- Press Clippings -- Other Appendix Contents -- Expert Advice -- Chapter 14. You Only Make a First Impression Once -- Cover Letters -- Cover Sheets -- Stationery, Printing, and Design -- Charts, Graphs, and Tables -- Multimedia Presentations -- Expert Advice -- Chapter 15. Information Creates Capital -- Market Research -- General Research -- Communication -- Financing -- Software for Writing Business Plans -- Books and How-To Manuals -- Web Sites -- Trade Groups and Associations -- Business Plan Consultants -- Business Plan Competitors -- Sample Business Plans -- Appendix A. Business Plan for a Retailer Seeking Start-Up Capital -- Appendix B. Business Plan for a High-Tech Company Seeking Financing for Growth -- Appendix C. Business Plan for a Service Firm Seeking Working Capital -- Appendix D. Business Plan for a Manufacturer Seeking a Partner -- Appendix E. Business Plan for a Start-Up Needing an Equipment Loan -- Appendix F. Business Plan for a Freelance Artisan/Contractor -- Appendix G. Government Listings -- Glossary -- Index.