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A business plan describes what you are going to do, for whom, how you will make money, and what you need to get started. It is not an academic document — a working tool and pitching instrument. Almost always required for bank or investor financing: 15-30 pages including an executive summary, entrepreneur profile, product description, market analysis, marketing plan, organization, and a detailed financial section. Below are the structure, pitfalls, and how Saskia builds her cleantech plan without getting lost in business school jargon.
The short answer
- Goal: To convince the bank, investor, or yourself that the company will work.
- Length: 15-30 pages (longer = often unread).
- Structure: summary, entrepreneur, product, market, marketing, organization, financial.
- Financial: 3-5 year forecast with cash flow, balance sheet, and profit and loss.
- Update: reviewed annually — strategy changes.
The structure
1. Executive summary (1-2 pages)
The most important part — decision-makers often read only this. Contains:
- What you do (one sentence).
- For whom (target group).
- Why this works (unique selling point).
- How you make money (business model).
- What you need (financing).
- Key financial figures.
2. Entrepreneur(s) and team
Who is behind it? Background, experience, complementarity. Investors often value the team more than the idea.
3. Product/service
What exactly are you selling? What problem are you solving? What is the difference compared to existing solutions? Including any technical drawings, screenshots, and prototypes.
4. Market and competition
Who are your customers? How big is the market? Who are your competitors and how do you position yourself? SWOT analysis is often practical.
5. Marketing and sales
How do you reach customers? Which channels, which pricing position, which sales cycles? Including a first-customer strategy.
6. Organization
Legal form (BV, sole proprietorship, general partnership), structure, personnel planning. Permits, location, infrastructure.
7. Financial section
The decisive part for banks and investors. Contains:
- Investment budget: what do you need for startup.
- Financing plan: own funds, loan, investor.
- Revenue and cost forecast: 3-5 years ahead.
- Liquidity forecast: monthly cash flow first year.
- Profit and loss account: annually.
- Balance sheet forecast: per year.
- Break-even analysis: at what revenue break-even.
Steps to write
- Clipping idea: can you explain the company in 1 sentence? Otherwise, think further first.
- Market research: talk to 10-20 potential customers.
- Revenue model: determine revenue streams and cost structure.
- Financial figures: create a forecast in a spreadsheet (revenue, costs, cash flow).
- Writing: start with the executive summary; elaborate on the rest.
- Review: ask entrepreneur/accountant/lawyer for feedback.
- Pitching: 10-minute practice version for investors.
Pitfalls
- Too long: 50+ pages are not read.
- Too optimistic: revenue forecast three times over reality — banks see through it.
- No market research: assumptions without customer conversations.
- Competitors deny: “no direct competitors” — naive.
- Too much jargon: business school language that does not resonate with the target audience.
- No update: 3-year-old plan is outdated.
Who do you write for?
- For yourself: forces you to think about questions you would otherwise skip.
- For the bank: focus on financing and collateral.
- For investors: focus on growth potential and exit opportunities.
- For the Chamber of Commerce: required for some professional registrations.
- For grant applications: often required (WBSO, MIT, BMKB).
Saskia's cleantech plan
Saskia (cleantech startup) writes 25 pages:
- Executive summary (1 page): hydrogen-generating technology for industry.
- Team (2 pages): herself + CTO + Commercial Director.
- Product (3 pages): technology, prototype, IP position.
- Market (4 pages): hydrogen demand, competition.
- Marketing (2 pages): industrial clients, trade fairs.
- Organization (2 pages): BV structure, location.
- Financial (10 pages): 5-year forecast, scenarios, investment requirement €3 million.
- Attachments (CVs, MVP screenshots, letters from prospects).
For pitch to investor: 15-slide pitch deck as a summary.
Templates and help
The Chamber of Commerce (KvK), Rabobank, ING, and Qredits offer free templates. For specific industries: trade associations often have sample plans. For complex situations: entrepreneur coach (€500–€2,500) or business consultant (€2,500–€10,000).
Honest recommendation
For those seeking financing or wanting to think structurally about a new venture: writing a business plan is not mandatory, but a form of self-assessment. Start with an executive summary (1 page) and build on the rest. Keep it short, realistic, and concrete. For financing pitches: combine the plan with a pitch deck. Update annually — strategy and figures shift. For those starting from scratch: the free Chamber of Commerce template is a good starting point.
For other topics: startup investor ready, subsidies and working capital financing.
Frequently Asked Questions
Written description of what you do, for whom, how you earn money, and what you need. 15-30 pages. Indispensable for bank and investor financing and grant applications. Doubles as an internal strategy document.
Executive summary, entrepreneur/team, product/service, market and competition, marketing and sales, organization and legal form, financial section (investment, revenue, and liquidity forecast 3-5 years).
15-30 pages typical — 1-2 for executive summary, 10-15 for business, 5-10 for financial. Longer often leads to non-reading. For a pitch: a separate pitch deck of 10-15 slides as a summary.
Start with your idea in 1 sentence, then the executive summary (1 page). Build on the rest. First, conduct customer meetings (10-20 prospects), create a financial forecast in a spreadsheet, and only then write the text. Use the free Chamber of Commerce template as a starting point.
Too long, overly optimistic revenue forecast, no market research, “no competitors” claim, too much jargon, no update. Banks see through exaggerated projections. Realism sells better than euphoria.
Bank: focus on financing, collateral, repayment. Investor: focus on growth potential, scalability, exit opportunities. Different emphasis but the same structure. Often two versions — short for the pitch, long for due diligence.
Free Chamber of Commerce templates and start-up workshops. For medium-sized enterprises: entrepreneur coach (€500-€2,500) or business advisor (€2,500-€10,000). For complex financing: combination of financial advisor and legal expert.
