A business plan or business plan is a written document that gathers the keys that us go to allow to manage efficiently our project, business or company. Also we cannot forget that his presentation is of vital importance if we want to obtain credibility. Clarity, simplicity and concision must be the characteristics that predominate in every business over plan.

As for the content, we will have to initiate it of a brief, concise and explicit form with the necessary information so that it is possible to value, at first sight, the kindness of the project. To this initial information it is named an executive summary and must include, at least, the evaluation of the business, the needs for financing, the plans of expansion, the market shares to reach, the concept of company, the proposition of value, the factors diferenciadores... but, especially, we must not forget to indicate the profitability of the investment, that is to say, when the comeback of the investment begins I (GNAWED).

After the executive summary, we have to realize an analysis or description of the current situation. Here of what it is a question it is of studying in depth a little more the project or company that tries to develop: the human team that will be employed at him, collaborations with other companies, etc.

Once done this, we have to determine a key element of the business plan: the extra cost that offers the public or publics to whom it speaks. On his correct determination there depends the success or the defeat of the project.

Later, it is necessary to specify the competitive environment, that is to say, the current situation of the market where posiciona our project or company. And this study does not have to be only at national but also international level. Of course, we must not forget an always key element: the fidelización of the clients. Anyway, it is necessary to bear in mind that the success factors are variable depending on the market in which we are tried posicionar. Also the actions to realize to obtain them change depending on the infrastructures and the resources with which the idea or company is provided.

Once we have analyzed our company or I plan, the market and the environment, we are in situation to determine what the targets are that we love to mark and the strategies that we are going to continue to reach them. On the base of these targets and general strategies there is established the politics to be continued. In this point, and although we must not forget by no means the politics of logistics and of organization and human resources, they receive vital importance the politics of communication and marketing.

With regard to the communication politics we have to realize very well that serves to announce the product to our objective public. For it, we have to determine what we want to communicate and how we are going to do it: press conferences, bulletins, events, publicity, etc.

Come to this point, it is convenient to remember that the whole business plan must settle and structure based on a marketing optics facing posicionar the product on the market of the most interesting form.

But, if all the paragraphs about which we have spoken till now are important, we cannot forget of that, in the end, the money is the money and without a financial model that sustains the viability of the project or company there is nothing to do. That's why, the incorporation of a financial economic model in the business plan becomes essential.

This way, in this paragraph we will have to include information as important as the income foreseen in short, average and long term as well as the origin of the above mentioned income. We cannot also forget to include the due evolution of the benefits and of the free cash flows (net profit + amortizations –
– capital investments), as well as an evolution of the required financing and during how long.

It is necessary to add, if we have to develop thought, an expansion plan to this information indicating dates and market shares that hope to be obtained in each of the markets in which we have to grow thought-out. And, finally, it is necessary to do an evaluation of the company. We know that in this respect there are different methodologies of evaluation in which, in principle, we are not going to penetrate because it is not the topic that occupies us.

And, to put the golden brooch to the business only we have left plan to indicate why it is important to invest in this project or company. It is fundamental that we base on information that indicate the potential that has the market in which we try posicionarnos, his growth, as well as to emphasize our Home value.

Summing up, we can say that the business plan comes to condense all those important aspects that we must bear in mind if we want to achieve that someone concentrates on us. As soon as the confidence was obtained, everything is a question of good management and common sense. Two qualities that, although sometimes they are innate, others it are not, therefore it is necessary to strain for obtaining them as soon as possible. Quite for the good of the company!

GRAPH 5. Home VARIABLES OF A BUSINESS PLAN