Brian R. Ford & Jay M. Bornstein 
The Ernst & Young Business Plan Guide 

In today’s competitive business environment, a well thought out
business plan is more important than ever before. Not only can it
assist you in raising the money needed to start or expand a
business-by attracting the interest of potential investors-but it
can also help you keep tabs on your progress once the business is
up and running.

Completely revised and updated to reflect today’s dynamic business
environment, The Ernst & Young Business Plan Guide, Third
Edition leads you carefully through every aspect involved in
researching, writing, and presenting a winning business plan.
Illustrating each step of this process with realistic examples,
this book goes far beyond simply discussing what a business plan
is. It explains why certain information is required, how it may
best be presented, and what you should be aware of as both a
preparer and reviewer of such a proposal.

Divided into three comprehensive parts, The Ernst & Young
Business Plan Guide, Third Edition outlines the essential elements
of this discipline in a straightforward and accessible manner.
Whether you’re considering starting, expanding, or acquiring a
business, the information found within these pages will enhance
your chances of success.

* Advice on how to write and develop business plans

* A realistic sample plan

* All new sections on funding and financing methodswith provisions
for restructuring and bankruptcy

* Tips for tailoring plans to the decision makers

Table of Content

Acknowledgments vii

Preface ix

A Dedication to Entrepreneurship and the Entrepreneurs of America xiii

About the Authors xv

About Ernst & Young’s Strategic Growth Markets xvii

The Ernst & Young Entrepreneur of the Year Program xix

PART I The Purpose of a Business Plan

Chapter One The Business Plan 5

Chapter Two Who Reads the Business Plan? 21

Chapter Three Legal Forms of a Business 37

Chapter Four Due Diligence 57

PART II An In-Depth Look at a Business Plan

Chapter Five Contents 69

Chapter Six Executive Summary 71

Chapter Seven General Company Description 79

Chapter Eight Products and Services 83

Chapter Nine Marketing Plan 91

Chapter Ten Operational Plan 125

Chapter Eleven Management and Organization 143

Chapter Twelve Major Milestones 169

Chapter Thirteen Structure and Capitalization 173

Chapter Fourteen Financial Plan 183

Chapter Fifteen Confidentiality Agreements 211

Chapter Sixteen Further Considerations 213

PART III Other Resources for Entrepreneurs

Chapter Seventeen Resources for Entrepreneurs 223

Chapter Eighteen Conclusion 225

Index 227

About the author

BRIAN R. FORD is Ernst & Young’s gaming industry specialist, serving as a coordinating partner on both audit and special engagement projects throughout the industry. He also serves the retail and distribution industries and has specialized in growth companies for many years.

JAY M. BORNSTEIN is a tax partner at Ernst & Young and has specialized in emerging businesses for many years.

PATRICK T. PRUITT is a partner at Ernst & Young specializing in strategic growth markets, where he has worked extensively with clients accessing the capital markets.

ERNST & YOUNG LLP is one of the nation’s leading professional services firms, providing tax, assurance, and advisory business services to thousands of individuals as well as domestic and global business.