A sample business plan for

Table of Contents 
Executive Summary ........................................................................... 2 
Background and History .................................................................... 4 
Description of Products ..................................................................... 4 
Market Description ............................................................................ 4 
Competition ........................................................................................ 5 
Marketing Strategies .......................................................................... 5 
Manufacturing Plans .......................................................................... 6 
Financial Projections .......................................................................... 6 
Income Statement ..................................................................... 7 
Cash Flow Analysis .................................................................. 11 
Balance Sheet ............................................................................ 12 
Financial Ratios ........................................................................ 13 
Contingency Plans ............................................................................. 14 
Appendices ......................................................................................... 15 
Letters of Endorsement ............................................................. 15 
Resumes of Management .......................................................... 15 
Product Labels .......................................................................... 15 

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Background and History 
Marianne and Keith Bean have been involved with the food industry for several 
years. They opened their first restaurant in Antlers, Oklahoma in 1981, and their second 
in Hugo in 1988. Although praised for the quality of many of the items on their menu, 
they have attained a special notoriety for their desserts. After years of requests for their 
flavored whipped cream toppings, they have decided to pursue marketing these products 
separately from the restaurants.
Description of Products 
Marianne and Keith Bean have developed several recipes for flavored whipped 
cream topping. They include chocolate, raspberry, cinnamon almond, and strawberry.
These flavored dessert toppings have been used in the setting of their two restaurants over 
the past 18 years, and have been produced in large quantities. The estimated shelf life of 
the product is 21 days at refrigeration temperatures and up to six months when frozen. 
The Beans intend to market this product in its frozen state in 8 and 12-ounce 
plastic tubs. They also intend to have the products available in six ounce pressurized 
cans.
Market Description 
The flavored whipped toppings that Fancy’s Foods will market will fall into two 
distinct categories: Dairy products and gourmet/specialty foods. This business plan will 
look at these two markets separately. 
Dairy Products: While the overall consumption of dairy products in the United 
States declined from 1972 to 1994, the market has seen a slight increase in the past four 
years (Census of Agricultural Products, 1998, USDA). Dr. John Moore of the University 
of Florida expects the consumption of dairy product in the United States to continue a 
modest increase of 1.5-2% per year, which is significant in this $268 billion annual 
market. This is attributed in part to more sophisticated processing techniques which have 
increased the variety of dairy products available, as well as the increased awareness of 
the benefits of a calcium rich diet (Moore et al, 1998).