A business plan that gets read is a decision-making document, not a pitch essay: it opens with a one-page executive summary, states a specific funding request, and backs every claim with conservative, line-by-line financial projections a banker or grant reviewer can verify quickly.
Write two versions
Start with a one-page operating plan for yourself: what you do, who you serve, how you make money, what you'll spend, and what you need next. Then build a formal plan only when a specific funder or lender asks for one — and tailor it to their format.
The structure funders expect
- Executive Summary — 1 page. Written last. Answers: what is this business, why does it work, what do you need?
- Company Description — entity, location, ownership, history.
- Market Analysis — who buys, how big is the market, who else serves them.
- Organization & Management — who runs this, what experience they bring.
- Products or Services — what you sell and why people pay.
- Marketing & Sales — how you reach customers and how you convert them.
- Funding Request (if applicable) — how much, used for what, expected return or impact.
- Financial Projections — 3 years, monthly for year one. Income statement, cash flow, balance sheet.
- Appendix — resumes, licenses, letters of intent, supporting docs.
What to skip
- Generic market research. 'The pet industry is $XXB.' Funders care about your specific addressable market, not the whole industry.
- Mission statements full of buzzwords. Plain English wins.
- Five-year revenue hockey sticks. Funders trust conservative projections more than aggressive ones.
- Long product descriptions. Get to the customer and the unit economics fast.
Financials done right
- Build assumptions visibly — funders want to see how you got to your numbers.
- Show three scenarios when possible: base, optimistic, conservative.
- Match the funding request to the use of funds line by line.
- Include a break-even analysis. It signals discipline.
Frequently asked questions
How long should a business plan be?+
15–25 pages for most lenders and grants. Investor-facing plans are often shorter — 10–15 pages plus a slide deck.
Do I need a business plan to get a loan?+
For most SBA loans, yes. For online lenders and merchant cash advances, often no — they underwrite from bank statements.
Should I pay someone to write it?+
Founders write the best business plans. A consultant can help with structure, financials, and editing, but the strategy has to be yours.
What's the most important section for grant reviewers?+
The funding request and use of funds — reviewers check that the ask matches the narrative before reading anything else closely.
Should I use the SBA's business plan template?+
It's a safe default at sba.gov if a lender or grant doesn't specify its own format, but always use the funder's template when one exists.
About our expertise
ASHÉ Legacy Builders is a Texas-based business education company founded by Jey Carrington. Our guides are written from operator experience across grant readiness, business formation, branding, and business credit — and reviewed against our editorial standards.
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