A concise statement of your business purpose and goals
💡 Your mission should be inspiring and clearly state what your business aims to achieve. Example: "To revolutionize small business operations through innovative software."
📝
Describe your business
What does your business do and who does it serve?
Include: what you offer, who your customers are, and what makes you unique. 2-3 paragraphs is ideal.
🎯
What are your key objectives?
Specific goals for the next 1-3 years
Include measurable targets like customer numbers, revenue goals, market milestones, and operational objectives for Years 1-3.
⚖️
What is your legal structure?
Choose your business structure
👤
Sole Trader
🤝
Partnership
🏢
Limited Company (Ltd)
🏛️
LLP
📅
When was your business founded?
Foundation or incorporation date
👥
Who are the founders/owners?
Include names, roles, equity stakes, and experience
List each founder with their background, experience, and ownership percentage. Example: "John Smith (CEO, 50% equity) - 15 years experience in software development."
📖
What is your company's story?
How and why was the business started?
Include: why you started, key milestones achieved, current status, any traction or customers secured.
📦
What do you offer?
Describe your core products or services
Be specific about features, benefits, and pricing. Include details about what customers receive and how it solves their problems.
⭐
What makes you unique?
Your Unique Selling Proposition (USP)
What makes your offering different and better than competitors? Why would customers choose you over alternatives?
🎯
Who are your customers?
Describe your ideal customer profile
Be specific: demographics, behaviors, needs, pain points. The more detail, the better. Example: "UK businesses with 5-50 employees in professional services."
📊
How big is your market?
Market size, opportunity, and growth potential
Include total addressable market, your realistic target capture, and market growth trends. Use data sources to support your estimates.
📈
What are the industry trends?
Current trends affecting your market
Include technology changes, regulatory shifts, customer behavior changes, and economic factors impacting your industry.
💡
What problems do you solve?
Customer needs and pain points
What specific problems do your customers face? What needs do you fulfill? Be clear about both pain points and desired outcomes.
⚔️
Who are your competitors?
List 3-5 main competitors
For each competitor: name, their strengths, weaknesses, market position, and pricing. Be honest and thorough.
🏆
What are your competitive advantages?
Why customers should choose you
Be specific: technology, pricing, service, expertise, relationships. What can competitors not easily copy?
📢
How will you reach customers?
Marketing channels and strategy
List specific marketing channels (online/offline) you'll use. Be realistic about what you can execute with your budget.
🎣
How do you acquire customers?
Your customer acquisition process
Describe your complete funnel from awareness to purchase. Include conversion strategies, cost per acquisition, and lifetime value targets.
💼
Describe your sales process
How you convert leads to customers
Step-by-step from lead to customer. Include qualification, demos, proposals, closing, and onboarding.
💰
What is your pricing strategy?
How you price and sell your offerings
Explain your pricing model, why customers will pay this amount, and any discounts or packages.
⚙️
How does your business operate?
Day-to-day operations and processes
Describe key operational processes, workflows, quality control, and how you deliver your product/service.
🔧
What technology and suppliers do you use?
Tech stack and key partnerships
👥
Who runs the business?
Key personnel and their experience
Investors invest in people first. Show relevant experience, achievements, and expertise of your management team.
📈
What are your revenue projections?
3-year revenue forecast
Be realistic. Include customer targets, pricing, and growth rates. Banks and investors scrutinize financial projections carefully.
💸
What are your costs?
Operating expenses breakdown
Include all major cost categories: salaries, rent, marketing, technology, professional services, etc. Break down by year.
💰
Profit, loss, and cash flow
Financial forecasts and projections
💎
What funding do you need?
Amount, timeline, and use of funds
Be specific about how much you need, when you need it, how long it will last (runway), and what you'll use it for.
🤝
Investment terms and exit strategy
What you're offering to investors
⚠️
What are the key risks?
Risks and how you'll mitigate them
Be honest about major business risks. Showing you've thought about risks and have mitigation plans demonstrates maturity.
🎯
What are your key milestones?
12-36 month roadmap
List specific milestones with target dates. Include customer targets, product launches, hiring goals, and revenue milestones.