Introduction 1

Part I: Determining Where You Want to Go 7

Chapter 1: Starting Your Business Plan 9

Chapter 2: Charting the Proper Course 19

Chapter 3: Setting Off in the Right Direction 35

Part II: Sizing Up Your Marketplace 51

Chapter 4: Checking Out the Business Environment 53

Chapter 5: Taking a Closer Look at Customers 77

Chapter 6: Dividing Customers into Groups 93

Chapter 7: Scoping Out Your Competition 111

Part III: Weighing Up Your Company’s Prospects 127

Chapter 8: Establishing Your Starting Position 129

Chapter 9: Focusing On What You Do Best 147

Chapter 10: Figuring Out Financials 163

Chapter 11: Forecasting and Budgeting 187

Part IV: Looking to the Future 215

Chapter 12: Preparing for Change 217

Chapter 13: Thinking Strategically 239

Chapter 14: Managing More than One Product 261

Part V: A Planner’s Toolkit 293

Chapter 15: Planning in Turbulent Economic Times 295

Chapter 16: Making Your Business Plan Work 309

Chapter 17: Learning from Others: A Sample Business Plan 333

Part VI: The Part of Tens 353

Chapter 18: Ten Questions to Ask About Your Plan 355

Chapter 19: Top Ten Business-Planning Never-Evers 359

Index 363