Part 1: Preparing your plan Chapter 1 - Essential preparation Part 2: Writing your plan Chapter 2 - The business Chapter 3 - Market demand Chapter 4 - Competition Chapter 5 - Strategy Chapter 6 - Resources Chapter 7 - Financials and forecasts Chapter 8  - Risk, opportunity and sensitivity Chapter 9 - Conclusion Part 3: Using your plan Chapter 10 - Pitching your plan Chapter 11 - Setting targets Chapter 12 - Performing to plan Epilogue: Beware these characters! Appendices Appendix A: Deriving competitive position Appendix B: Structured interviewing of customers Appendix C: An example business plan Appendix D: Further reading Index

‘At last! A book that explains how to write the kind of business plan that investors and lenders actually want to read. A clear and concise book – I haven’t seen one that approaches the subject so straightforwardly. Evans uses his vast experience in advising real companies and financiers to make this guide authoritative and authentic, yet also practical and easy to follow.’ James Courtenay, Head of Global Corporates, Standard Chartered Bank   'Vaughan Evans' excellent book shines a light on what suppliers of capital expect in a business plan and why. It is an invaluable resource for all managers and budding entrepreneurs.' Hugh Lenon, Managing Partner, Phoenix Equity Partners, and former Chairman of the British Venture Capital Association   'Evans has nailed it! Clear, readable, no-nonsense thinking about the fundamentals every business plan must address. If writing a business plan is your next step, this book's for you.' John Mullins, Professor at London Business School and author of The New Business Road Test     YOUR ESSENTIAL GUIDE TO BUSINESS PLANNING   Whether you seek financial backing or board consent, The Financial Times Essential Guide to Writing a Business Plan will give you the critical knowledge you need to get the go-ahead. By focusing clearly on your objective, it will help you to gather the necessary evidence and address all your backer’s concerns.   This brand new edition draws out the specific challenges faced by start-ups, particularly on pinning down your perceived market niche and determining your competitive advantage. There are new chapters on pitching the plan and performing against the plan, using key performance indicators and milestones. Finally new appendices outline alternative sources of funding and display an example business plan from start to finish.   Written by a seasoned practitioner with years of experience in both writing and evaluating business plans for funding, it will help you formulate a coherent, consistent and convincing plan with your backer’s needs in mind. Follow its guidance and your plan will have every chance of winning the backing you need for your business to succeed.     FINANCIAL TIMES ESSENTIAL GUIDES: THE KNOW-HOW YOU NEED TO GET THE RESULTS YOU WANT