The debate over the length and format of a business plan is not a new one. Recently, Brad Feld started a series on the business plan. He makes a critical point, which I think gets lost in the debate (emphasis is mine):
I believe the business plan is a critical document for an entrepreneur to organize his thoughts around his new business. In today’s world of excessive PowerPoint presentations, the art of sitting thoughtfully and writing out the plan has – in many cases – been lost.
Brad is absolutely correct. Many entrepreneurs forget (or don't realize) that a business plan is a PLAN. While the basic content is fairly standard, the plan is a uniquely crafted document which captures the thinking of the initial management team. The most important aspect of the plan is to document how the entrepreneur intends to capture the unique economic opportunity she/he has identified. It is easy to say in a plan that a market is huge and growing (China, India, baby boomers, diabetes, cardiovascular disease, Google, Web 2.0, etc.). It is an entirely different matter to explain to a prospective investor or to yourself how this opportunity will be captured.
It is critical that the "How?" question be kept in the forefront during the planning process. How will you market this product or service? How will you retain and service customers post-sale? How will you approach potential licensing partners? The answers will be action-oriented, and that is what any prospective investor will want to know. Yes, the opportunity is huge, but HOW will you execute?
I had a professor in graduate school who once said that ideas are cheap. It's the design and execution of the experiments that's tough. Same in a business plan.
As a business plan creator, you may very well identify prospective investors who feel perfectly comfortable with a 10 slide presentation or an executive summary. However, the notion that a 2 page summary is sufficient is a grave mistake. The notion that you are writing the plan so that the investor can file it away and forget it is also a grave mistake. The business plan is first and foremost a document for YOU and your team. It is an expression of how you are going to uniquely capture the economic opportunity you have identified. Some investors will take the plan and file it away, but only if those 10 slides or those 2 pages are well thought out and logical. Each sentence and each slide must contain the essence of a great deal of thinking and planning. It is the thinking and planning which should be written down in the format of a business plan.
Aha, you say! I can answer all of the how questions in a well-thought out manner, and do it in 10 slides or three pages. Well, be my guest. But once the hard operational and tactical questions start coming at you from the VCs, don't be surprised if many of them are turned off by the lack of ready documentation. No market size or management team pedigree is going to help you.
See some of my earlier posts on this point here and here.
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