Maybe it started with a sketch on a napkin. Or a late-night conversation with a friend. Or a “what if” that you just couldn’t shake. However your business idea came to life, turning it into something real takes more than just vision. It takes planning too.
That’s where your business plan comes in.
If you’re new to entrepreneurship, drafting your first business plan may sound daunting, but it doesn’t have to be a 50-page novel or packed with corporate buzzwords. A good business plan is simply a tool that helps you think things through: what you’re offering, who it’s for, how you’ll reach them, and how to keep it financially sustainable. It’s something you’ll lean on when making big decisions and something you can share with partners, lenders, or local support programs.
This guide walks you through the key parts of a strong, straightforward business plan, using examples and advice that reflect the unique community, economy, and vibe of Eau Claire, Wisconsin.
1. Executive Summary: The Quick Pitch
Let’s start with the part that comes last. No, that’s not a typo! While this is the first section people see, it’s usually the last one you’ll write because it’s a high-level summary of everything else in your business plan. You’ll want to get the details ironed out first so you can confidently capture the big picture later.
Think of your executive summary as your business’s introduction. It should be short—one to two pages max—but punchy enough to catch a reader’s attention, especially if that reader is a potential investor, lender, or business partner. It’s your business’s story, mission, and potential all rolled into one.
Here’s what to include, along with some Eau Claire-inspired examples:
- Business Name & Location: Start with the basics—your business name and where it’s based. This helps paint a picture of your local identity right away.
- Mission Statement: Your mission is the heart of your business. Why are you starting this? What do you hope to bring to the community? Keep it simple but meaningful. And make sure your mission reflects your values and the experience you want to create, not just what you sell.
- Offerings: Describe what your business actually does. Whether it’s a product, a service, or a mix of both, be specific and clear. Think beyond “restaurant” or “consulting”—what kind of experience are you offering? Keep it short, but make it easy to imagine what you’re offering in real life.
- Target Market: Every business needs a target audience. The more focused you are, the easier it’ll be to reach them with your marketing and services. Think about age range, lifestyles, income levels, local ties (students, families, tourists, business travelers, etc.). This is especially helpful if your business is built around walkability, local events, or seasonal tourism.
- Financial Highlights: You don’t need to dive deep into numbers here. Save that for the financial section later but do include a snapshot of your expected revenue and profitability. If you’re seeking funding, mention how much you’re asking for and what it’ll be used for.
- Business Goals: Wrap things up by sharing a few short- and long-term goals. These should be clear and actionable, not just “grow” or “be successful.” Your goals help show ambition and direction, and they make your vision feel real.
Your executive summary is like your business’s handshake. It’s your chance to say, “Here’s who we are, what we’re doing, and why it matters, especially here in Eau Claire.” Keep it tight, clear, and engaging. You’re not just outlining a business; you’re telling a story worth getting excited about.
Example Executive Summary
Business Name: The Flour Garden
Business Location: Eau Claire, WI
Mission Statement
To bring fresh, handmade pastries to downtown Eau Claire while creating a cozy, plant-filled space for neighbors, students, and visitors to gather.
Offerings
- A full-service bakehouse that doubles as a plant shop
- An incubator kitchen that helps small food-based businesses get off the ground
- An upstairs wellness studio offering yoga and meditation
Target Market
Our core customers are young professionals, families, and college students living or working within a 10-minute walk of downtown Eau Claire.
Financial Highlights
We anticipate generating $150,000 in revenue in our first year with 15% net profitability, growing to $250,000 by year three with the addition of catering and cake decorating services.
Business Goals
- Open our first location by Spring 2027
- Launch an e-commerce website by Fall 2027
- Host monthly community baking classes starting in year two
- Reach $500,000 in annual revenue by year five
2. Company Description: Who You Are & What You’re About
Now that you’ve given the quick pitch, it’s time to dive deeper. The company description section is where you explain who you are, what your business actually does, and why it matters.
Think of this as your chance to help people believe in your idea. Lenders, investors, or potential partners aren’t just looking for a good business; they’re looking for one with a clear purpose, a solid foundation, and a meaningful connection to its community. This is where you show them all of that.
Here’s what to include:
- Business Structure: First, explain how your business is legally set up. Are you a sole proprietor just starting out? Forming an LLC partnership with a friend? Incorporating for future growth? Lenders and advisors want to see that you’ve thought about the legal side of things.
- Industry Background: Give a quick overview of the industry you’re entering. Are you in the food and beverage world? Tech? Retail? Creative services? Health and wellness? Help the reader understand the landscape you’re stepping into. Mention national trends if they’re relevant, but keep it local where possible. How does your industry look in Eau Claire or the Chippewa Valley?
- Opportunities: Here’s where you show that your business solves a real problem or fills a noticeable gap. Maybe you’ve noticed there aren’t many tech services tailored to small businesses. Maybe your research shows there’s a lack of indoor play spaces for kids. Or maybe you’re offering something totally new that doesn’t exist here yet. Use your local knowledge to make the case. If you’ve talked to potential customers, surveyed the community, or seen other businesses succeed in a similar space, feel free to mention that here too.
- Differentiators: What’s your edge? What’s going to make people choose your business over someone else’s? Maybe it’s your location, your product quality, your customer service, your design skills, your background, or your deep ties to the Eau Claire community. This is your chance to show off your secret sauce. Whatever it is, be specific and authentic. It’s not about being flashy. It’s about showing what makes you real, different, and worth backing.
This section is all about giving your business depth and context. You’re not just another startup; you’re building something that makes sense in Eau Claire, meets a real need, and brings something fresh to the table. Whether you’re launching with a team or on your own, the company description shows people there’s thought, purpose, and heart behind your idea.
Example Company Description
Business Structure
The Flour Garden is organized as a single-member LLC in the State of Wisconsin. This structure provides liability protection while allowing for streamlined tax reporting as a small business.
Industry Background
The Flour Garden falls within the retail food service industry, with a focus on locally sourced, artisanal baked goods, house plants, and wellness services. Eau Claire’s growing downtown district has seen a rising demand for unique, community-focused food and beverage experiences that go beyond chain offerings.
Opportunities
While Eau Claire has several popular coffee shops, there are limited options for bakeries offering organic, allergy-friendly pastries made from locally sourced ingredients. The Flour Garden aims to fill that gap by offering fresh, handmade items that cater to a range of dietary needs—including gluten-free and vegan options—in a warm, welcoming space filled with the healing energy of house plants and community-centered wellness programs.
Differentiators
- We’re partnering with local farms for fresh ingredients and offering seasonal specials inspired by the Chippewa Valley’s harvest calendar.
- Our founder brings 10+ years of baking, event planning, and gardening experience, combining creativity with top-notch customer service.
- We’re building a space that doubles as an incubation and wellness service hub—allowing commercial kitchen rentals and hosting pop-up events to support other local makers and entrepreneurs.
3. Market Research: Know Your Audience (& Competition)
Before you launch your business, you need to know who you’re serving and who else is already out there. This section doesn’t require a marketing degree or fancy analytics software. It just requires a bit of research, a clear understanding of your customer, and some honest reflection about how your business fits into the Eau Claire landscape.
The goal here is to show that your idea isn’t just a good one; it’s a good one for this market.
- Target Audience: Start by defining who you’re trying to reach. This is more than just “everyone who likes pastries” or “people who need help with bookkeeping.” Get specific. Think about age, lifestyle, income, interests, and even location within the city. Talk to potential customers, survey your social media audience, or observe similar businesses, and then mention what you’ve learned.
- Industry Trends: Next, look at broader trends. What’s changing in your industry? What do customers expect now that they didn’t a few years ago? And more importantly, how do those trends show up in Eau Claire? Some local trends we’ve seen lately: a strong preference for locally sourced and sustainable products, a growing interest in experiential businesses (think classes, pop-ups, tastings, and events), support for minority- and women-owned businesses, and increasing demand for hybrid or mobile services, especially in health, wellness, and tech. You can also touch on how national trends apply here, but always bring it back to Eau Claire.
- Competitors: Now it’s time to look at your competition. Identify other businesses in Eau Claire offering something similar—both direct competitors (like another bakery or retail shop) and indirect competitors (like grocery store bakeries, food trucks, or even online delivery platforms). Then run a quick SWOT analysis. By showing you understand where you fit, you’re making it easier for someone to believe in your business’s potential. It doesn’t need to be complicated. Just take a few minutes to jot down:
- Strengths – What do you offer that no one else does?
- Weaknesses – What might limit your success (at least early on)?
- Opportunities – What trends or gaps can you capitalize on?
- Threats – What challenges do you expect to face?
- Location: Where you set up shop matters because location can determine everything from foot traffic to the kind of customers you attract. For example, downtown Eau Claire is popular for its mix of restaurants, shops, and events. It’s walkable and lively, but rent may be higher, so you may need to be more price conscious. Other areas like Oakwood Mall or Clairemont Avenue might offer lower overhead, more parking, or a different kind of audience. If you’re planning to operate online, through pop-ups, or via a mobile setup, explain why that model makes sense for your customers and goals.
You don’t need a thick stack of market data, but you do need to show that you’ve taken the time to understand Eau Claire’s unique economy, customer base, and competition. The more you know about your audience and your niche, the more prepared you’ll be to reach the right people and keep them coming back.
Example Market Research
Target Audience
Our target audience is professionals and college students working or living within a 10-minute walk of downtown. They value sustainability, locally made products, and gathering spaces that feel creative, welcoming, and healing.
Industry Trends
Across the Midwest, consumers are seeking more transparency in their food sources and a closer connection to local makers. This trend is reflected in Eau Claire’s vibrant farmers markets, co-ops, and downtown shopping habits. The Flour Garden aligns with these values by sourcing ingredients locally, growing our own house plants to sell, and incorporating community-focused wellness events into our business model.
SWOT Analysis:
- Strengths: Unique product offerings, central location, strong brand identity
- Weaknesses: New to the market, limited marketing budget
- Opportunities: Partner with local events and coffee shops, expand into wholesale
- Threats: Rising ingredient costs, seasonal slowdowns, established competitors
Location
The Flour Garden will open in downtown Eau Claire, steps from Phoenix Park and within walking distance of UW–Eau Claire housing. This location offers high visibility, strong weekend foot traffic, and opportunities to participate in established community events like the downtown farmers market, festivals, and outdoor concerts.
4. Organization & Management: Define The Team
Let’s talk about who’s behind the business. Whether you’re launching solo, teaming up with a co-founder, or assembling a full crew from day one, this section helps people understand the structure of your business and the people who will make it all happen. Lenders and investors want to know that the right folks are in the right roles, and that you’ve thought about how your team will grow as your business grows.
Here’s what to include:
- Ownership Details: Start with the basics. Who owns the business? If it’s just you, say so. If you have partners, co-founders, or investors, explain how ownership is divided and who’s responsible for what.
- Key Team Members: Next, introduce the people who are helping you run the show. If you already have team members lined up, highlight their roles, experience, and what they bring to the table. If you’re starting solo, talk about your own background, and mention any advisors, mentors, or consultants you’re working with. Even if your team is small (or still forming), show that you’ve thought about who you’ll need and what skills are most important.
- Hiring Plans: Think ahead to your first hires. Who do you need in year one to keep things running smoothly and sustainably? Maybe you need front-of-house staff, a delivery driver, or a part-time web developer. Maybe you’re starting lean and planning to hire your first employee in year two. Either way, outline your staffing plan and explain how you’ll attract the right people. Don’t forget to speak to the culture you’re building. In a tight-knit community like Eau Claire, how you treat your team can be just as important as what you pay them.
- Talent Attraction: The Chippewa Valley has a solid workforce, including recent college grads, people looking for flexible work, and professionals seeking meaningful employment. But you’re also competing with other local employers, so it’s smart to share how you plan to stand out.
That could mean:
- Offering competitive wages and benefits
- Creating a positive and inclusive work environment
- Providing training and growth opportunities
- Supporting a healthy work-life balance
- Giving employees a voice in decision-making
People matter, and not just to your business but to anyone reading your plan. A thoughtful, well-structured team shows that your business isn’t just built on a good idea; it’s built on the right people to bring that idea to life. Whether you’re going it alone or planning to grow a staff of twenty, this section is your chance to show you’ve got a plan to build something sustainable and local.
Example Organization & Management
Ownership Details
The Flour Garden is owned and operated by Marietta Reid, who serves as the sole member of the LLC. Marietta brings 12 years of experience in the food service industry and will oversee daily operations, product development, and strategic planning.
Key Team Members
For a Sole Proprietor: As the sole owner, Marietta will handle all aspects of the business during the first six months—from baking and customer service to marketing and financial management. Marietta is also working with the UW–Eau Claire Small Business Development Center to receive guidance on financial planning and growth strategies.
For a Partnership: The Flour Garden is jointly owned by Marietta Reid and Morgan Lee. Marietta will lead front-of-house operations and marketing, while Morgan will manage production, sourcing, and vendor relationships. Both owners hold equal equity in the business.”
For a Team: Our core team includes a head baker with over 10 years of experience at a Minneapolis-based patisserie, a part-time marketing coordinator who specializes in social media for small businesses, and a bookkeeper who will handle financial reporting and payroll on a contract basis.
Hiring Plans
In our first year, we plan to hire two part-time bakers and one full-time baker to support daily operations. Job postings will be shared through local platforms like Indeed, Volume One, and UWEC’s Handshake system. We also plan to offer competitive hourly wages, flexible scheduling, and cross-training opportunities to attract and retain quality employees.
Talent Attraction
The Flour Garden will build a people-first workplace by offering flexible scheduling, a collaborative team environment, and professional development opportunities such as baking workshops and food safety certifications. We also plan to promote from within and provide clear pathways for career growth.
5. Products & Services: What You're Selling
Here’s where you get to show off what you’re building. This section is all about what you’re selling, why people will want it, and how it fits into the Eau Claire market. Whether it’s a product, a service, or both, you want to paint a clear picture of what customers can expect. Don’t think of this as just a menu or price list either. It’s your chance to show that your offerings are thoughtfully designed, clearly priced, and rooted in something the community actually needs.
- Product or Service Descriptions: Start by breaking down exactly what you’re offering. Be specific, but not overly technical. Write like you’re explaining it to a curious neighbor who’s considering buying from you. If you’re opening a bakery, describe the types of items you’ll sell. Are you focused on sourdough breads? Do you offer gluten-free options? Will you serve coffee or breakfast sandwiches too? If you’re launching a service-based business, outline the different packages or levels of service. Are you offering one-on-one consulting? Subscription-based design work? Mobile bike repair?
- Pricing Strategy: Pricing is where things get real. You need to strike a balance between staying affordable for your customers and sustainable for your business. This section should briefly explain how you landed on your prices and how you compare to the competition in Eau Claire. You don’t need to list every price here, but you should give enough information to show that you’ve done your homework. You can also mention whether you’ll use tiered pricing, bundles, memberships, or introductory promotions to help generate early interest.
- Differentiators: This is the part where you shine. What makes your product or service stand out from the rest? Is it a local ingredient? A better customer experience? A creative twist no one else in Eau Claire is offering? Whatever it is, this is your chance to make the case. You don’t need to be the first person to open a bakery, salon, or studio. You just need to explain what your version brings to the table and why that matters to local customers.
- Future Plans: This is where you show that you’re thinking beyond day one. What’s coming next? Do you plan to expand your offerings once things are up and running? Are there seasonal products, add-on services, or collaborations on the horizon? Talking about future plans shows ambition, yes, but it also signals flexibility and long-term thinking. You don’t have to know everything about the future right now, but showing that you’ve got a vision helps build confidence in your business.
This section isn’t just about what you sell; it’s about why it matters. When your offerings are thoughtfully designed, priced with care, and rooted in what Eau Claire residents actually want (or need), it sets the stage for strong community support and long-term success. Keep it clear, specific, and rooted in local relevance, and you’ll be in great shape.
Example Products & Services
Product & Service Description
The Flour Garden will offer a rotating menu of artisanal breads, pastries, and seasonal specials. Core products include sourdough loaves, croissants, and vegan muffins made with locally sourced ingredients. We’ll also serve small-batch coffee roasted by a local Eau Claire partner and light lunch options like savory tarts and soups.
Beyond food, The Flour Garden is designed as a calming, community-centered space. Guests can relax among lush greenery and curated houseplants available for purchase, creating a cozy, garden-inspired environment. We’ll also host weekly yoga and meditation sessions in our adjoining studio space—offering a chance to nourish both body and mind. Whether you’re stopping in for a morning croissant or staying for a mindful movement class, The Flour Garden is about slowing down, savoring, and connecting.
Pricing Strategy
Our prices are designed to be competitive within the local café and bakery market while also reflecting the premium quality of our ingredients, the care behind our handmade goods, and the added value of our wellness offerings. Pastries will range from $3–$5, with full loaves of bread priced between $7–$9. Coffee and tea drinks will align with pricing at comparable downtown cafés.
Pricing for our houseplants will vary based on size and variety, starting around $6 for small potted plants and going up to $40 for larger statement greenery. Yoga and meditation sessions will be offered on a drop-in basis for $12 per class, with discounted packages available for frequent visitors. Whether you’re grabbing a quick pastry or spending your morning in a yoga flow followed by coffee in the plant-filled café, we aim to keep our offerings accessible, thoughtful, and worth every penny.
Differentiators
1. A Full-Service Bakehouse + Plant Shop in One
Not just a bakery—The Flour Garden offers a cozy, greenery-filled space where guests can enjoy house-made breads and pastries while browsing a curated selection of houseplants. It’s a sensory experience designed to be as nourishing to the soul as it is to the stomach.
2. Locally Sourced, Seasonal Menu
Our menu is built around fresh, regional ingredients from farms and producers in the Chippewa Valley. Vegan, gluten-free, and seasonal options ensure that everyone feels welcome at the table.
3. On-Site Coffee Collaboration
We partner with a local Eau Claire roaster to serve small-batch coffee that pairs perfectly with our baked goods—reinforcing our commitment to keeping things local and high-quality.
4. Incubator Kitchen for Food Startups
We offer licensed kitchen space for up-and-coming food entrepreneurs in Eau Claire, giving small makers access to commercial equipment, guidance, and a supportive network to test and launch their own ideas.
5. Wellness Studio on the Second Floor
Our upstairs space hosts regular yoga and meditation classes, encouraging holistic wellness. It’s a place where people can stretch, breathe, and then unwind with tea or a pastry downstairs.
6. Community Workshops & Events
From plant care classes and sourdough tutorials to mindfulness pop-ups and local maker markets, The Flour Garden will serve as a gathering place that blends creativity, education, and connection.
7. Sustainable & Eco-Conscious Practices
Compostable packaging, minimal waste kitchen systems, and low-impact plant sourcing are just a few of the ways we’re committed to operating responsibly in both the food and retail sides of the business.
8. Multi-Use Space, Thoughtfully Designed
Every inch of The Flour Garden is intentionally created to support multiple uses: quiet solo work, social brunches, yoga sessions, and even business incubation. It’s not just a shop—it’s a flexible space that adapts to the community’s needs.
Future Plans
- In year two, we plan to introduce a weekly bread subscription box with home delivery across Eau Claire.
- We hope to partner with local farms for an annual “Harvest Brunch” series highlighting local ingredients and seasonal recipes.
- As the business grows, we’ll explore retail partnerships with local grocery co-ops and expand our offerings to include cake decorating and catering.
6. Marketing & Sales Strategy: How You’ll Get the Word Out
You’ve got a great product or service. Now it’s time to make sure people know about it. This section is all about how you plan to connect with your customers—online, in-person, and throughout the Eau Claire community. Think of your marketing and sales strategy as your game plan for getting people in the door (or to your website), earning their trust, and keeping them coming back.
- Branding: Your brand is more than just a logo. It’s how your business shows up in the world, from your name, your visuals (colors, fonts, signage), and your tone of voice, to the overall feeling people get when they interact with your business. You want your brand to reflect who you are and what your customers can expect from you. If you’re working with a designer or using a branding guide, mention that too. Consistency goes a long way in building trust.
- Advertising: Eau Claire might not be a major metro, but there are still plenty of ways to reach your audience, especially if you’re creative and intentional. A few effective advertising tools worth considering are social media marketing (especially Facebook and Instagram), local publications like Volume One, Leader-Telegram, and community bulletins, posters and flyers in coffee shops, libraries, and UW–Eau Claire, local radio ads, especially for event-based businesses, and cross-promotion with other small businesses. The goal isn’t to do everything; just pick a few channels that make sense for your audience and budget and focus on doing them well.
- Sales Strategies: Once people know about your business, how will you convince them to try it out and keep coming back? Your sales strategy covers the practical side of attracting, converting, and retaining customers. This might include grand opening discounts, a loyalty programs, referral incentives, bundled deals, and email or text campaigns to share special offers or events. Your sales strategy doesn’t have to be complicated; it just needs to show how you’ll turn buzz into steady business.
- Community Involvement: This part matters a lot too, especially in Eau Claire. People here love supporting businesses that support their community. Whether it’s sponsoring a local 5K, donating to a school fundraiser, or offering space for community events, there are so many ways to show that you’re not just in it for profit… you’re here to make a difference. Community involvement isn’t just a nice thing to do either; it’s a smart way to build long-term relationships and goodwill. When you show up for Eau Claire, Eau Claire shows up for you. That’s just how it works around here.
Marketing in a city like Eau Claire goes beyond just ads. It’s about building relationships. A strong, authentic brand paired with thoughtful community involvement and clear sales tactics can help you build trust, grow your customer base, and become a valued part of the local business scene. Keep it real, stay consistent, and be present, and the word will get out.
Example Marketing & Sales Strategy
Branding
The Flour Garden’s brand is warm, welcoming, and community-centered. Our logo features hand-drawn elements inspired by nature, and our color palette is earthy and inviting. We use a friendly, down-to-earth voice in all of our messaging in social media posts, on signage, and in menus.
Advertising
We’ll launch with a paid social media campaign targeting Eau Claire residents ages 18–40, with an emphasis on downtown dwellers and students. We’ll also run a large ad in Volume One’s seasonal issue and sponsor a segment on Converge Radio in our opening month.
Sales Stategies
To encourage repeat business, The Flour Garden will offer a punch-card loyalty program. We’ll also collect emails from the start and send out a monthly newsletter with menu updates, specials, and event invites.
Community Involvement
- We plan to partner with local nonprofits by donating a portion of monthly profits to a rotating cause.
- Our bakery will host monthly community nights featuring local musicians, writers, and artists.
- We’re exploring ways to accept EBT or offer pay-what-you-can days to increase access to fresh food.
7. Financial Plan: The Dollars & Cents
Now let’s talk about the part of your business that keeps the lights on. Your financial plan shows how you’ll fund your startup, how much money you expect to make, and how you’ll manage expenses along the way. It’s the roadmap for turning your idea into a sustainable, profitable business.
This section might take a little number crunching, but it doesn’t need to be intimidating. You’re not expected to predict the future; you just need to show that you’ve thought it through and have a realistic plan for staying afloat (and ideally, thriving) in your first few years.
Here’s what to include:
- Startup Costs: This is where you list out everything you need to get your business off the ground—from day one expenses to those first few months of operations. Be thorough. Investors and lenders want to know you’ve considered all the essentials. Typical startup costs may include a lease or down payment for a commercial space, renovations or build-out, equipment (kitchen gear, point-of-sale systems, furniture, etc.), inventory or supplies, website development, licensing, permits, and insurance, branding and marketing, legal or accounting fees, and utility deposits.
- Revenue Projections: Next, outline how much you expect to earn in your first few years. This doesn’t have to be a guarantee—it’s just an informed estimate based on your pricing, customer demand, and local market research. Show projected revenue for at least the first 12 months, and ideally through year three. Be realistic. It’s better to underpromise and overdeliver than the other way around. If you have seasonal highs and lows (common in Eau Claire), make sure to account for them in your monthly breakdown.
- Break-Even Analysis: Your break-even point is when your income starts to cover your expenses—basically, the moment your business stops running at a loss. This is a critical figure for anyone considering investing in your business. It shows when you expect to stop burning through startup capital and start turning a profit. If you’re applying for a loan or grant, this part can help justify the amount you’re asking for.
- Cash Flow Forecasts: Cash flow is all about when money moves in and out of your business. Even profitable businesses can struggle with cash flow—especially in places like Eau Claire, where things can get quieter in the winter or pick up fast during summer events. Use this section to explain: When and how you expect to get paid (daily sales, monthly invoices, seasonal bursts), What your recurring expenses are (rent, payroll, inventory restocking, utilities), How you’ll cover gaps or slower seasons (savings, lines of credit, adjusted schedules) Cash flow projections are often shown in monthly charts or spreadsheets, so include those as an appendix if you’ve got them ready.
Your financial plan doesn’t have to be perfect—but it does need to be thoughtful and grounded in reality. Showing you understand your costs, revenue potential, and cash flow helps build confidence with lenders, partners, and even yourself. Whether you’re bootstrapping or applying for a loan, this section proves you’ve done your homework—and that you’re serious about building a sustainable business in Eau Claire.
Example Financial Plan
Startup Costs
ABC Bakery’s estimated startup costs total $95,000. This includes $35,000 for kitchen equipment, $20,000 for leasehold improvements, $10,000 for opening inventory, and $7,500 for initial marketing efforts. Additional funds will be allocated for working capital during the first three months of operations.
Financial Projections
We project $150,000 in gross revenue in year one based on 75 transactions per day at an average ticket size of $7. Revenue is expected to grow by 20% in year two and 15% in year three, supported by expanded product offerings and increased brand recognition.
Breakeven Analysis
Our monthly fixed costs (rent, wages, insurance, etc.) total $10,000. With an average profit margin of 60%, ABC Bakery needs to generate approximately $16,700 in monthly revenue to break even. We expect to hit that milestone by month seven.
Cashflow Forecasts
We anticipate strong cash flow in summer and early fall due to tourist activity and outdoor events downtown. Slower periods from January to March will be supported by a seasonal menu pivot and reduced staffing hours. A $15,000 working capital reserve will help manage fluctuations.
8. Appendix: The Extras
Think of the appendix as your “supporting materials” section, the place where you can include all the extra details that back up what you’ve said throughout your business plan.
You don’t have to overload it, but if you have charts, photos, data, or documents that help paint a fuller picture of your business, this is the spot for them. Including these materials adds credibility to your plan and helps answer any lingering questions from lenders, investors, or potential partners.
Here are some common items you might include:
- Résumés or Bios: If you mentioned team members in the Organization & Management section, include a short résumé or background summary here. Highlight relevant experience, skills, and community ties. This helps show that your team has the know-how to pull this off. And even if you’re going solo, including your own résumé or a 1-page founder bio is a smart move.
- Product or Space Photos: A few visuals go a long way. If you’ve already developed a product prototype, designed your packaging, or completed renovations on your space, include photos to show your progress. Examples could include concept renderings of your storefront or logo, in-progress construction photos, shots of baked goods, merchandise, or equipment, and floor plans or layout sketches.
- Market Research & Survey Data: This is a great place to put any research you referenced earlier. Did you conduct a community survey? Gather feedback through social media? Pull demographic data from the Census or UW–Eau Claire? Drop it in here. Charts showing customer demand or industry growth, survey results from Eau Claire residents, foot traffic reports or GIS maps of your target area–all are good to include.
- Letters of Support: If you’ve got backing from the community, this is the time to show it. Letters of support or intent from potential partners, landlords, vendors, or mentors can boost confidence in your business, especially if you’re applying for funding. Examples of these are a letter from a local co-op expressing interest in carrying your product, a signed lease or letter of intent from a property owner, or testimonials from early customers or collaborators.
- Legal & Financial Docs: Include any key paperwork that’s already in place too. These documents show you’re not just in the planning stage; you’re already taking action. You might include your business registration or LLC paperwork, signed lease agreements or utility setup confirmation, licensing and permit documentation (like food service or signage permits), insurance policies, and financial spreadsheets, including detailed revenue projections or cash flow analysis.
The appendix is your chance to show the work—everything that didn’t fit neatly into the main plan but still matters. Keep it organized, keep it relevant, and use it to reinforce your professionalism, preparedness, and connection to Eau Claire. If someone’s taking a serious look at your business plan, this is the section that can seal the deal.
Final Thoughts
Writing a business plan might seem overwhelming at first, but take it one section at a time and make it your own. The more personal and relevant it is to Eau Claire, the more useful it’ll be. Whether you’re launching your dream business on Barstow Street or out of your garage in Oakwood Hills, a solid plan will give you the confidence and direction to grow.
And remember, plans can evolve. As your business grows, your roadmap should too.
About The Author
Kendall Williams
Marketing & Communications Specialist
Kendall implements the City of Eau Claire Economic Development Division’s marketing strategies, coordinates business assistance, and supports data-driven planning and analysis.
