8 Business Plan Examples & Templates (2025 Update)

Starting a business or growing your online store? Writing a business plan is still one of the best ways to set yourself up for success. But what does a good business plan actually look like in 2025? 

This guide breaks down business plan examples and templates tailored for modern entrepreneurs. Whether you’re launching your first ecommerce store or scaling up an existing business, you’ll find a format that fits. 

Want to get started right away? Our business plan template provides a step-by-step framework. However, first, let’s explore the different types of business plans so you can choose the right approach for your goals.

Understanding the core components: A business plan template overview

A business plan is typically organized into key sections that outline your goals, strategies, operations, and financials. These components help define your business when you’re starting up and show how it plans to succeed. The business plan examples in this article follow this template:

• Executive summary: An introductory overview of your business.
• Company description: A detailed description of your business and why it exists.
• Market analysis: Insights into your industry, target market, and competitors.
• Products and services: What you sell and how it meets customer needs.
• Marketing and sales plan: How you’ll attract and convert customers.
• Logistics and operations plan: The systems, tools, and processes behind your business.
• Management team: The people driving your business forward. 
• Financial plan: Revenue, funding needs, and financial projections to prove your business is viable.

The US Small Business Administration offers a similar framework you can cross-reference when building your own plan.

Executive summary: Your business at a glance

Your executive summary is a page that gives a high-level overview of the rest of your business plan. While this section appears first, it’s often easiest to write it last after you’ve worked through other sections.

This is an example of an executive summary from a fictional greeting card business, Paw Print Post: 

Company description: Telling your business story

You might repurpose your company description elsewhere, like on your About page, social media profile pages, or other properties that require a boilerplate description of your small business.

You can also go more in-depth with your company overview and include the following sections:

• Business structure. This section outlines how you registered your business—as an LLC, sole proprietorship, corporation, or other business type. 
• Nature of the business. What your business actually does and who it serves. 
• Industry. The primary (and sometimes secondary) industry your business operates in. 
• Background information. How your business came to be and why that’s significant. 
• Business objectives. What you plan to do with your business and any revenue goals you have. 
• Team. Who is working with you and how they will help you reach your goals. 

Market analysis: Knowing your industry and customer

The market analysis consists of research about supply and demand, your target demographics, emerging industry trends, and the competitive landscape. You might run a SWOT analysis and include that in your business plan.

You’ll also want to do a competitive analysis as part of the market research component of your business plan. This will tell you who you’re up against and give you ideas on how to differentiate your brand. Other types of competitive analysis include product comparisons, positioning maps, or market gap analysis to better understand your business landscape.

A broad competitive analysis might include analyzing your:

• Target customers
• Unique value proposition
• Sales pitch
• Product price points
• Shipping policy
• Funding

💡Tip: Consider how emerging technologies—like AI or automation—are changing customer expectations and competitor strategies.

Products and services: Defining your offerings

This section of your business plan describes your offerings. Which products and services do you sell to your customers? Describe what you offer and why it matters to your customers.

Here’s what fictional brand Paw Print Post might write in this section: 

Marketing and sales plan: Reaching your customers

It’s always a good idea to develop a marketing plan before you launch your business. Your marketing plan shows how you’ll get the word out about your business, and it’s an essential component of your business plan as well.

You might pull from your existing marketing strategy, or break it down by marketing channels. Whatever approach you take, describe how you’ll attract and convert potential customers

Logistics and operations plan: How your business runs

Outline the key processes and operations that keep your business running behind the scenes. Consider mentioning suppliers, production processes, the facilities you have, equipment you have or need, shipping and fulfillment systems, and inventory. 

Include how automation, dropshipping, or AI-driven inventory tools could streamline operations and reduce overhead. In 2025, your operations section should show how your business can adapt to challenges like supply chain issues, shifting tariffs, or geopolitical changes. Include any continuity plans you’ll rely on to keep things running smoothly.

Management team: The people behind the plan

Your management team section showcases the people driving your business forward. It’s your chance to highlight their credibility and relevance to your venture’s success. 

Start by highlighting your founders and key executives, focusing on the specific experience and skills that directly relate to your business. If you’re launching a tech startup, emphasize technical backgrounds, previous startup experience, or relevant industry expertise. For a restaurant venture, highlight culinary training, hospitality management, or successful food service operations.

Don’t forget to include key advisers or board members who bring credibility and guidance to your venture. A well-respected industry veteran on your advisory board can boost investor confidence, even if they’re not involved in day-to-day operations.

If you’re missing a crucial skill set (like marketing expertise for a consumer product), acknowledge it and explain your plan to fill that gap, whether through hiring or advisory support.

Financial plan: Projecting profitability and funding needs

The financial plan breaks down your sales, revenue, profit, and expenses. Basically, it outlines how you’ll fund and grow your business.

It then dives deeper into the financials to include:

• Funding needs
• Projected profit-and-loss statement
• Projected balance sheet
• Projected cash-flow statement

Business plan examples for different needs

Not all business proposals are the same. Depending on your goals, industry, and stage of business, you’ll want to tailor your approach. Here are eight different types of business plans, each designed for specific situations and audiences.

Example 1: The lean startup business plan

What it’s for: Rapid development, market validation, and iterative feedback. Ideal for tech startups and innovative direct-to-consumer brands that want to launch quickly.

Instead of spending months crafting a detailed plan that might be wrong, a lean business plan focuses on getting your core concept down quickly so you can start learning from actual customers.

Key sections:

• Value proposition canvas
• Customer segments and personas
• Key assumptions to test
• Minimum viable product (MVP) definition
• Key metrics and success indicators
• Basic financial projections
• Pivot strategies

Example:
A fictional meal-prep brand: 

• Problem: Busy professionals struggle to find healthy meal options. 
• Solution: 15-minute meal kits with pre-prepped ingredients. 
• Key assumption: People will pay $12 per meal for convenience. 
• MVP: Five meal varieties delivered weekly to 50 customers.
• Success metric: 80% customer retention after month one. 
• Test timeline: Eight weeks to validate or pivot.

Example 2: The ecommerce business plan

What it’s for: Online retailers who need to address the unique challenges of digital commerce, from customer acquisition to fulfillment logistics.

Ecommerce businesses face distinct challenges that traditional brick-and-mortar plans don’t address. This plan focuses on the tech, digital marketing, and operational complexities that matter most when you start an online store.

Key sections:

• Online market analysis and competitive landscape
• Digital customer acquisition strategy
• Technology stack and platform selection
• Inventory management and forecasting
• Fulfillment and shipping strategy
• Customer service and returns process
• Digital marketing budget and channels
• Conversion optimization plans

Example:
A fictional healthy snack brand:

• Target market: Health-conscious millennials, ages 25 to 40. 
• Platform: Shopify Plus for scalability. 
• Customer acquisition: 40% social media, 30% Google Ads, 20% email, 10% influencers.
• Average order value: $75 target. 
• Fulfillment: Third-party logistics provider for orders of more than 100 per month. 
• Key metrics: 2.5% conversion rate, $25 customer acquisition cost.

Example 3: The one-page business plan

What it’s for: Quick internal alignment, initial partner discussions, or situations where you need to communicate your vision clearly and concisely.

Sometimes brevity is your best friend. A one-page business plan distills your entire strategy into a single, scannable document that anyone can understand at a glance.

Key sections (all summarized):

• Executive summary: Two to three sentences, max.
• Market analysis: Key stats and target audience.
• Products and services: What you sell and why it matters.
• Marketing plan: Top three customer acquisition channels.
• Operations: Essential processes and resources.
• Financials: Revenue targets and major costs.

Example:
A fictional pet brand:

• Mission: Premium pet products for health-conscious pet owners. 
• Market: $95 billion pet industry, targeting millennials with pets. 
• Products: Organic dog treats, eco-friendly toys, natural supplements. 
• Marketing: Instagram ads, pet influencer partnerships, vet referrals. 
• Operations: Dropship model, customer service team of two. 
• Financials: $500,000 year one revenue, 35% gross margin, break-even month eight.

Example 4: The traditional/comprehensive startup plan

What it’s for: Securing outside funding from investors, banks, or grant programs that require detailed documentation of your business concept and financial projections.

The startup business plan deep dives into financials, market research, and operations to prove the viability of your business idea.

Key sections: 

• Executive summary
• Company description
• Market analysis (in-depth)
• Products and services
• Marketing plan
• Operations
• Financials (in-depth)

Example:
A fictional software-as-a-service (SaaS) platform: 

• Executive Summary: SaaS platform for small restaurant inventory management. 
• Market analysis: $2.4 billion market, 660,000 restaurants, 40% struggle with waste. 
• Product: Cloud-based inventory tracking with AI predictions. 
• Competition: Three major players, gap in SMB market under $5 million revenue. 
• Marketing: Inside sales, trade shows, partner referrals. 
• Operations: Remote team of 12, AWS infrastructure. 
• Financials: Seeking $2 million series A, five-year projection to $10 million ARR.

Example 5: The internal business plan

What it’s for: Keeping your team aligned, focused, and working toward the same objectives. 

Your internal business plan serves as your team’s north star. Unlike external plans, this can be more casual in tone and evolves with your business.

Key sections: 

• Executive summary: Team objectives and success metrics.
• Company description: Culture, values, and internal mission.
• Market analysis: Customer insights and positioning.
• Products and services: Development roadmaps and priorities.
• Marketing plan: Campaign schedules and team responsibilities.
• Operations: Workflows, processes, and team structure.
• Financials: Budget allocations and performance tracking.

Example:
A fictional agency: 

• Team goal: Grow from 15 to 25 clients, maintain 90% retention. 
• Culture focus: Remote-first, results-driven, continuous learning. 
• Client insights: 60% struggle with content creation, want monthly reports.
• Service priorities: Launch video services, improve reporting dashboard. 
• Marketing: Referral program launch, LinkedIn thought leadership. 
• Operations: Hire two strategists, implement new project management system. 
• Budget: $50,000 hiring, $15,000 tools, $10,000 professional development.

Example 6: The strategic/growth business plan

What it’s for: Planning significant expansion, entering new markets, or preparing for major scaling opportunities over the next three to five years.

This plan builds on a traditional format with a long-term lens and higher revenue goals. 

Key sections:

• Executive summary: Long-term vision and growth objectives.
• Company description: Organizational evolution and culture scaling.
• Market analysis: Comprehensive outlook and expansion opportunities.
• Products and services: Launch timelines for new offerings.
• Marketing plan: Multichannel strategies and brand development.
• Operations: Scalable systems and infrastructure needs.
• Financials: Long-term projections with multiple scenarios.

Example:
A fictional fitness platform: 

• Vision: Become the leading fitness platform for busy professionals. 
• Growth target: Scale from 10,000 to one million users, expand to five countries. 
• Market expansion: Corporate wellness, senior fitness, teen programs.
• Product roadmap: AI coaching (year two), wearable integration (year three). 
• Marketing evolution: Performance marketing to brand building. 
• Operations: Scale team from 25 to 200, open European office. 
• Financials: $50 million revenue by year 5, series B funding in year three.

Example 7: The feasibility study/plan

What it’s for: Validating whether your business idea has real potential before investing time and money in a full business plan.

Your feasibility business plan is a pre-business plan—many refer to it as simply a feasibility study. This plan emphasizes research and early testing to see if your concept is worth pursuing.

Key sections: 

• Company description: Core concept and value proposition.
• Market analysis: Demand validation and target market assessment.
• Products and services: Technical feasibility and development needs.
• Operations: Resource requirements and potential challenges.
• Financials: Basic cost analysis and revenue potential.

Example:
A fictional meal delivery service: 

• Concept: Healthy meals from local restaurants delivered within 30 minutes. 
• Market test: Survey of 200 locals shows 65% interested, 40% would pay $15 per meal.
• Product feasibility: 12 restaurants willing to partner, delivery radius viable. 
• Operations challenge: Need three drivers minimum, food safety regulations complex. 
• Financial reality check: $80,000 startup costs, break-even at 200 orders per week. 
• Recommendation: Proceed with pilot program in one neighborhood.

Example 8: Non-profit business plan example

What it’s for: Mission-driven organizations seeking funding from grants and donations, sustainable growth, and measurable impact. 

Nonprofits need business plans too, but this version focuses on social impact rather than profit maximization. It often includes multiple revenue sources.

Key sections: 

• Mission statement: Clear articulation of your cause and impact goals.
• Program description: Services and communities you’ll serve.
• Market analysis: The problem and existing solutions.
• Fundraising strategy: Grants, donations, earned revenue streams.
• Operations: Program delivery and volunteer management.
• Impact measurement: How you’ll track and report success.
• Financial sustainability: Long-term funding and budget management.

Example:
A fictional coding school: 

• Mission: Provide free coding education to underserved teens. 
• Problem: 78% of local high schools lack computer science courses. 
• Program: After-school coding bootcamp, mentorship, job placement. 
• Target: 100 students annually, ages 14 to 18, 60% completion rate. 
• Funding: $200,000 grants, $50,000 individual donations, $30,000 corporate sponsors. 
• Impact metrics: 80% job placement rate, $15 per hour average starting wage. 
• Sustainability: Corporate partnerships for ongoing program funding.

How to use these examples to write your own business plan

Now that you’ve seen different types of plans in action, let’s talk about how to write a business plan using these examples to create something that works for your specific situation.

If you’re starting out, you can also explore SCORE’s free startup business plan template, which offers a beginner-friendly format recognized by lenders and small business mentors.

Identify your business plan’s purpose

Before you write a single word, get clear on why you’re creating this business plan. Your purpose will shape the format, tone, and level of detail.

• Are you seeking investment? Your plan should be comprehensive, data-driven, with a clear focus on demonstrating strong returns. Investors want to see detailed market research, competitive analysis, and realistic—but ambitious—financial projections. For an ecommerce business, this means diving deep into customer acquisition costs, lifetime value calculations, and your path to profitability in a competitive online landscape.
• Are you applying for a business loan? Emphasize your ability to repay. Lenders care most about cash flow projections, collateral, and your personal financial history. If you’re launching an online store, show how you’ll manage inventory financing and seasonal fluctuations that could impact your ability to make payments.
• Are you planning for internal use? You can be more casual and focus on actionable goals, timelines, and team alignment. Your ecommerce team might need a plan that emphasizes quarterly marketing campaigns, inventory planning, and operational milestones rather than detailed competitor analysis.
• Are you exploring a new venture? Use a feasibility study to validate your concept before fully committing. For an ecommerce concept, you might focus on demand testing, competitor pricing, and customer research to refine your business idea’s value.

Choose the right type of business plan for your needs

With your purpose clear, selecting the right format becomes much easier. Here’s how to match your situation with the most effective approach:

• Just starting out with a new idea? Go lean. Test your assumptions quickly rather than spending months on a comprehensive plan that might be completely wrong. For an ecommerce venture, this might mean launching with a small product line on Shopify, validating demand, then expanding based on what you learn.
• Ready to scale an existing online business? A strategic growth plan helps you think bigger. Maybe you’re currently selling on one platform and want to expand to multiple channels, or you’re ready to launch international shipping.
• Need funding fast? The traditional comprehensive plan is still your best bet for serious investors. Yes, it takes longer to write, but it demonstrates thorough thinking and reduces investor risk concerns. For ecommerce businesses, this means detailed analysis of your market size, competitive advantages, and clear path to scale.
• Working with a team? An internal business plan keeps everyone aligned without the formal language required for external audiences. 
• Testing a concept? Start with a feasibility study. For ecommerce, this might involve researching your target market, analyzing competitor pricing, and understanding the true costs of customer acquisition before committing to inventory and platform investments.
• Need a fast, high-level summary for stakeholders? The one-page format forces you to distill your business strategy to the essentials. This works well for board meetings, partner discussions, or when you need buy-in but don’t have time to give long presentations.

Adapt examples to your unique business

Don’t try to force your business into someone else’s framework. The examples in this guide are starting points, ready for you to fill out with your own unique business information. 

• Tailor your tone to your audience and industry. A B2B software company needs a different voice than a trendy fashion brand. 
• Customize your metrics and projections. A subscription box has different key performance indicators than a marketplace or a digital product business. Subscription businesses might focus on monthly recurring revenue and churn rates, while marketplace businesses care more about gross merchandise volume and take rates.
• Reflect your unique market position. Maybe you’re entering a crowded space with a new angle, or perhaps you’ve identified an underserved niche. Your plan should clearly articulate what makes you different and why customers will choose you over existing alternatives.
• Address your specific challenges. A luxury goods ecommerce business faces different obstacles than a budget-focused marketplace. Make sure your plan acknowledges and addresses the real challenges you’ll face.
• Include your actual resources and constraints. An honest assessment of your starting resources helps you create realistic timelines and makes your plan more credible to potential partners or investors.

Focus on clarity, research, and realistic projections

A business plan is only as good as the thinking behind it. Here’s how to make yours credible and useful:

• Write clearly and concisely. Use simple language, short paragraphs, and clear headings.
• Ground your plan in research. Look at industry benchmarks like average conversion rates (typically 2% to 3%), customer acquisition costs in your vertical, and realistic growth projections. Use sources like industry reports, competitor analysis, and customer surveys rather than assumptions.
• Be realistic with financial projections. Factor in realistic customer acquisition costs, seasonal fluctuations, return rates, and the time it takes to optimize conversion rates.
• Include ecommerce-specific considerations. Your plan should address unique online retail challenges like shipping costs, payment processing fees, digital marketing spend, inventory management, and customer service for remote buyers.
• Plan for multiple scenarios. What happens if customer acquisition costs are higher than expected? What if a key supplier falls through? Smart plans include contingencies and show you’ve thought through potential challenges.
• Update regularly. Review your business plan on a set schedule— especially your financial projections and market assumptions.

Set yourself up for success as a business owner

A strong business plan serves as a roadmap for your ecommerce business at launch and as you reach each business goal. Business plans create accountability for entrepreneurs and synergy among teams, regardless of your business model.

Kickstart your ecommerce business and set yourself up for success with an intentional business planning process—and with the sample business plans above to guide your own path.