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Updated: October 3, 2025 How To

Blueprint for success: How to build a solid business plan

By Dan Reed, SCORE Maine

A business plan is meant to be a touchstone that you can rely on to remind you of your goals and a living document that can be changed as your business pivots and grows. These concepts aren’t mutually exclusive, and a good business plan is used for more than just getting your idea off the ground or getting funding.

Dan Reed of SCORE
File photo / Tim Greenway
Dan Reed of SCORE

A good business plan can be as short or as long as it needs to be. For some, a one-page business model canvas is enough to sketch out the essentials. Others may need a 30-page document that explains exactly how the business will operate.

What matters is not the length, but the clarity. Here are a few things you will want to ponder when working on your business plan.

Define your vision 

Start with the big picture. The executive summary captures your “big idea” in a way that anyone can quickly understand. Include your mission statement, what your business does and the value you bring to the market. Mention your location, the products or services you offer and your key team members.

Analyze your market and customers 

Next, explain where your business fits into the larger industry. 

This section shows that you’ve done your homework. By outlining the market landscape and your target customers, you build confidence that your business idea has staying power and provides you with an understanding of where your customers are at.

Describe your team, products and services 

Here, you’ll connect the dots between your people and your offerings. Start with the basics: your company’s structure, ownership and organization. Highlight your team’s experience and strengths. If you have unique skills or expertise that set you apart, make that clear.

Then move into the details of what you’re selling. Explain how your products or services work, your pricing strategy and how customers will access them. If you have intellectual property like patents or trademarks, note those as well.

This section should make readers confident that your team is capable and that your products or services are positioned to succeed and give you an understanding of what sets you apart from the competition.

Map out marketing and sales 

Even the best product will struggle without a plan to reach customers. This section is where you explain how you’ll attract and keep them.

Outline your sales process, from first contact through the close of a sale and beyond. Describe how you’ll generate awareness, what makes customers take the next step and how you’ll build loyalty after the sale. Be realistic, but also show that you’re thinking about growth.

Marketing and sales strategies will change over time, so don’t worry about having a perfect blueprint. The goal is to show that you have a thoughtful approach to reaching your market and gives you an outline of how to develop the kind of relationship with your customers where they will know, like and trust you.

Plan for funding and finances 

Finally, address the money. If you are seeking outside investment, explain how much funding you need, why you need it and how it will be used to fuel growth. Be specific about how new capital will strengthen your business.

Include your financial projections or current financial statements. Startups may provide forecasts, while established businesses can include profit and loss statements, balance sheets and cash flow reports. Even if you are bootstrapping or self-funding, it’s important to track your expenses. Knowing your costs helps you understand your profit margin and your ability to pay yourself.

Clarity is key

A business plan does not need to be complicated, but it does need to be clear.

The process of writing a business plan forces you to think critically about how your business will succeed, and understanding your business plan gives you a framework and common ground for speaking to others about your business and your needs. The real value is clarity and direction for the road ahead.

About the author

Dan Reed, a Mainebiz 40 Under 40 honoree in 2024, is the marketing and program manager for SCORE Maine and can be reached at  dan.reed@scorevolunteer.org. He is the founder and president of Dan Reed Marketing in Bath. 

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