Business Plan Series: Part 10 – Appendicies

We have reached the end of our Business Plan series with this final entry on “Appendicies”. Our next series will dive into the marketing plan for your business so be on the lookout for that next week.

So what exactly is in the appendix section of the business plan?

In short, it is the kitchen sink of things that are relevant to your business plan that add value for the reader. Here is a short list:

  • Photographs of products, equipment, facilities, etc.
  • Patent/Copyright/Trademark Documents
  • Legal Agreements
  • Marketing Materials
  • Research and/or studies
  • Operation Schedules
  • Organization Charts
  • Job Descriptions
  • Resumes of Key Personnel
  • Additional Financial Documentation

Photographs of products, equipment, facilities, etc

Here you want to include scanned photos of your physical products (if you have them), equipment you have that is important to the function of the business and the facilities you have your company. Facilities include production plants, corporate headquarters and any branch offices.

Patent/Copyright/Trademark Documents

In your business plan you discuss the value of your IP and this is where you include supporting documentation including patent applications and any copyright/trademark filings that support your statements in the business plan.

Legal Agreements

There are many legal documents you have for the business, but the most important would be your operating agreements, shareholder agreements, stock option plans and critical contracts that you mention in the business plan.

Marketing Materials

This is essentially your collateral materials that you use to sell your products/services. It should also include screenshots of your web site.

Research and/or studies

Here you can include any white papers you have written to cover research you have conducted, grant studies you have completed and any additional marketing research you have completed to support the case for your business.

Operation Schedules

Whatever you are creating there must be a schedule behind it to complete the product and/or roadmap it out. If you are building hard goods there are facilities operation schedules to meet production forecasts. If you are building software products you will have development schedules to bring the product from prototype to beta to production. That will be critical to match the forecasts in your business plan that you have projected for launch and subsequent customers coming online with the system.

Organization Charts

You might have put a small chart in the management section of the plan but this is where you can expand on the entire corporate structure including identification of key hires throughout your business plan’s timeline.

Job Descriptions

Linking to your organization chart, you will need to write job descriptions for all of the staff, current and future, in your company. This will help you identify any overlap that might be there but it will also show the reader that you have thoroughly thought out who needs to be working for the company and what they will be doing for your business.

Resumes of Key Personnel

Since you put smaller bios of your management team in the management section, this is the place to put the full resumes of the team to back up their bios and allow readers to get the full background of the team to feel confident in their inclusion in the business.

Additional Financial Documentation

Beyond the standard documents in the financial section (cash flow, balance sheet, income statement) you might want to include tax returns for the business for the last three years (if you have them). This should also include key elements in your financial model like the revenue sheet to show how you will met the projections you set out. You should also include expenses and salary costs so that readers know you are market competitive but not going crazy (as in too high or too low) to support the numbers you have projected.

Starting our next series – The Marketing Plan

Our next series will dive into a good supporting document for your business plan but it is much more internal. This is a critical document that will guide your sales and marketing function to create the right materials and identify the best campaigns for maximum customer acquisition. We will also discuss setting up your sales processes and sales organization to be the most effective.
If any of you out there have written a marketing plan I would love your thoughts, opinions and war stories to help our readers looking for advice and guidance in this area. Please e-mail me at steven_fisher at yahoo dot com.

Aaron Brazell

Aaron Brazell is a Baltimore, MD-based WordPress developer, a co-founder at WP Engine, WordPress core contributor and author. He wrote the book WordPress Bible and has been publishing on the web since 2000. You can follow him on Twitter, on his personal blog and view his photography at The Aperture Filter.