Australia Business Plan Template — Every Section Explained | Dotto | Dotto®
Comprehensive Guide
The Definitive Australia Business Plan Template: Every Section Explained
A detailed breakdown of every section in a business plan, from executive summary to financial projections, tailored for Australian founders.
·17 min read
Writing your first business plan can feel like staring at a blank map of an undiscovered country. You know where you want to go, a thriving business, but the route is unclear and the terrain looks intimidating. Many founders get stuck here, viewing the business plan as a bureaucratic chore to be rushed through. This is a critical mistake.
Your business plan is not just a document for bank managers or investors. It's your strategic compass, your operational playbook, and your first real stress test. It forces you to move ideas from your head onto paper, confronting assumptions with hard numbers and clear strategies. A well-crafted plan provides the clarity needed to navigate the challenges of launching and growing a business in Australia.
Your business plan is not just a document for bank managers or investors. It's your strategic compass, your operational playbook, and your first real stress test.
This guide breaks down exactly what to include in your business plan. We will walk through the essential sections, explain their purpose, and highlight common pitfalls to avoid. Consider this your detailed cartography for the journey ahead.
9
Essential Sections
Every Australian business plan should cover these core components to be investor-ready
1. The Executive Summary
Think of the Executive Summary as the trailer for your movie. It must be compelling, concise, and capture the entire story in a single, powerful snapshot.
What It Is
An overview of your entire business plan, distilled into one page. It's the first section an investor or lender reads, and often, it's the only one they read if it fails to capture their interest.
Why It Matters
First impressions are everything. The Executive Summary determines whether the reader will invest their time in the rest of your document. It must clearly articulate your business, the problem you solve, and your potential for success.
What to Include
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Even though it appears first, write this section last. It's much easier to summarise a plan you've already written.
Tip
Write the Executive Summary LAST. It's much easier to summarise a plan you've already written than to summarise one that doesn't exist yet. Writing it first leads to a disconnected and weak opening.
**The Mission:** A single, powerful sentence explaining your company's purpose.
**The Problem:** Clearly define the pain point your target customer experiences.
**Your Solution:** Explain how your product or service solves that problem.
**Target Market:** Briefly describe your ideal customer.
**Competitive Advantage:** What makes you different and better than the competition? Is it your technology, your team, your supply chain?
**Financial Highlights:** Key projections, such as forecasted revenue for the first three years and your expected profitability.
**The Ask:** If you are seeking funding, state exactly how much you need and what you will use it for (e.g., "We are seeking $250,000 for product development and initial marketing spend.").
Common Mistakes
**Too Long:** It must be kept to a single page. Brevity shows you understand your business inside and out.
**Vague Language:** Avoid buzzwords and jargon. Instead of "We will leverage synergies to disrupt the paradigm," say "Our mobile app connects qualified tradespeople with homeowners, reducing wait times by 50%."
**Writing It First:** Summarising a plan that doesn't exist yet leads to a disconnected and weak opening.
2. Company Description
This is where you introduce your business as a formal entity. It sets the stage for the details to come.
What It Is
A high-level look at your company, its legal structure, and its history (or planned beginning).
Why It Matters
It provides context. It tells the reader who you are, where you're based, and what your core business is. For Australian businesses, it clarifies your legal and operational framework.
What to Include
**Business Name:** Your registered business name.
**Business Structure:** Are you a Sole Trader, a Partnership, a Proprietary Limited (Pty Ltd) company, or something else? Mention your ACN or ABN.
**Location:** Your physical address or main area of operation (e.g., "Operating primarily in the Greater Sydney region").
**Mission, Vision, and Values:** State your purpose (mission), the future you want to create (vision), and the principles that guide your actions (values).
**Business History:** A brief overview of when the business was founded and any key milestones achieved to date.
**Objectives:** List 2-3 specific, measurable, achievable, relevant, and time-bound (SMART) goals for the next 1-3 years. For example, "Achieve a 15% market share in the Melbourne artisan coffee scene within 24 months."
Common Mistakes
**Skipping Legal Details:** Not specifying your business structure looks unprofessional and suggests you haven't completed basic setup steps.
**Generic Mission Statements:** A mission like "To be the best" is meaningless. A strong mission, like Atlassian's "To help unleash the potential of every team," is specific and inspiring.
3. Market Analysis
Here, you prove there's a real, sizable, and accessible market for your product or service. This is one of the most research-intensive business plan sections Australia-based lenders scrutinise.
What It Is
A deep investigation into the industry, your target market, and your competitors.
Why It Matters
An idea is worthless without a market. This section demonstrates you've done your homework and that your business is viable, not just a passion project. It shows you understand the competitive landscape you're about to enter.
What to Include
**Industry Overview:** Describe the industry you're in. Is it growing, shrinking, or stable? What are the key trends? Use data from sources like IBISWorld, or for broader trends, the Australian Bureau of Statistics (ABS).
**Target Market:** Get specific. Who are your customers? Define them by demographics (age, income, location), psychographics (values, lifestyle), and behaviour (buying habits).
* Example: Instead of "people who like fitness," try "Professional women aged 30-45 in Australian capital cities who value convenience and are willing to pay a premium for boutique Pilates classes."
**Market Size:** How many potential customers are there? What is the total potential revenue? This is your Total Addressable Market (TAM). Then, narrow it down to the segment you can realistically reach, your Serviceable Available Market (SAM).
**Competitive Analysis:** Identify your direct and indirect competitors. For each, analyse their strengths and weaknesses. What are their price points? What is their market share? How do they market themselves?
**Your Competitive Advantage:** Based on your analysis, explicitly state why customers will choose you. This is your unique selling proposition (USP).
Warning
Never claim you have "no competition." This is a massive red flag for investors. It either means there's no market for what you're offering, or you haven't done enough research. Everyone has competition - even if it's the status quo.
Common Mistakes
**Claiming "No Competition":** This is a massive red flag. It either means there's no market, or you haven't done enough research. Everyone has competition, even if it's an alternative solution or the status quo.
**Ignoring Australian Specifics:** A market analysis for a cafe in Perth is vastly different from one in New York. Use local data, understand local regulations, and analyse local competitors.
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Investors bet on people, not just ideas. This section showcases the team that will execute the plan.
What It Is
An outline of your company's organisational structure and the key people behind it.
Why It Matters
A brilliant idea with a weak team is likely to fail. A strong team can pivot a mediocre idea into a success. This section builds confidence in your ability to execute.
What to Include
**Ownership Structure:** Detail who owns what percentage of the company (e.g., Founder A: 60%, Founder B: 40%).
**Management Team:** For each key member, provide a short bio highlighting their relevant experience, expertise, and role in the company. Don't just list their job titles; explain why their specific background is critical for success.
**Advisors and Board Members:** If you have a board of directors or a panel of advisors, list them and their credentials. A well-connected advisor can be a significant asset.
**Gaps in the Team:** Be honest about any skill gaps. Acknowledge what you're missing and outline your plan to fill those roles (e.g., "We plan to hire a Chief Technology Officer with experience in SaaS scaling within 12 months.").
Common Mistakes
**Humility Over Substance:** Founders often downplay their own achievements. Be confident and clearly state why you are the right person to lead this venture.
**Ignoring Gaps:** Pretending you have a perfect team is not believable. Acknowledging gaps shows self-awareness and strategic thinking.
5. Service or Product Line
Now, you get into the specifics of what you are actually selling.
What It Is
A detailed description of your products or services.
Why It Matters
This section explains the tangible value you offer customers. The reader needs to understand exactly what they are investing in or lending money for.
What to Include
**Product/Service Description:** Explain what your product does or what your service delivers. Use clear, simple language. How does it work? What are its features and benefits?
**The Customer Problem:** Reiterate the specific problem your offering solves.
**Pricing Strategy:** How will you price your product? Explain your reasoning. Is it value-based, cost-plus, or competitive?
**Product Lifecycle:** Where is your product in its lifecycle? Is it a concept, a prototype, or already on the market?
**Intellectual Property:** Do you have any patents, trademarks, or copyrights? Mention any IP protection you have or plan to secure.
**Sourcing and Fulfilment:** How will you build your product or deliver your service? Describe your supply chain, manufacturing process, or service delivery model. For a product, where are you sourcing materials? For a service, what are your operational processes?
Common Mistakes
**Focusing on Features, Not Benefits:** A feature is what your product *has* (e.g., "a 5000mAh battery"). A benefit is what the customer *gets* (e.g., "all-day power so you're never caught without your phone"). Always translate features into benefits.
**Overly Technical Jargon:** Unless your audience is exclusively engineers, explain your product in a way that any intelligent person can understand.
6. Marketing and Sales Strategy
Having a great product is only half the battle. This section outlines how you will attract and retain customers.
What It Is
Your strategic plan for reaching your target market, converting them into customers, and keeping them.
Why It Matters
This is where your market analysis becomes actionable. It proves you have a credible plan to generate revenue. No sales, no business.
What to Include
**Positioning:** How do you want your brand to be perceived in the market? Are you the premium choice, the budget-friendly option, the most innovative, or the most reliable?
**Marketing Channels:** What specific channels will you use to reach your audience? Be specific.
Digital: Content Marketing (blogging, SEO), Paid Ads (Google, Facebook, Instagram), Social Media, Email Marketing. Traditional: Local press, industry events, direct mail (if relevant for your demographic).
**Sales Process:** How will you convert a lead into a paying customer? Describe your sales funnel. Is it a self-serve online checkout? A B2B sales team conducting demos? A retail storefront?
**Customer Retention:** How will you keep customers coming back? Outline your strategy for loyalty programs, customer support, and ongoing communication.
**Budget:** Allocate a budget to your marketing and sales activities. This should align with your financial projections.
Common Mistakes
**The "Build It and They Will Come" Fallacy:** Assuming customers will magically find you is a recipe for disaster. You must have a proactive, funded plan.
**Listing Every Possible Channel:** Don't just say "we will use social media." Specify which platforms, why they are right for your target audience, and what your content strategy will be.
7. Financial Projections
This is where you translate your strategy into numbers. It's the quantitative heart of your business plan.
What It Is
Your forecast of the company's financial performance over the next three to five years.
3–5 Years
Financial Forecast Window
Investors expect projections covering at least three years, ideally five
Why It Matters
Numbers don't lie. This section validates the viability of your business model and shows investors the potential return on their investment. It forces you to think critically about every aspect of your business, from pricing to staffing.
What to Include
You will typically need three key financial statements. If this isn't your area of expertise, work with an accountant.
**Profit and Loss (P&L) Statement:** Projects your revenues, costs, and profit over a period. Include line items for revenue, Cost of Goods Sold (COGS), gross margin, operating expenses (rent, salaries, marketing), and net profit. Remember to factor in Australian specifics like GST and superannuation for employees.
**Cash Flow Statement:** Tracks the movement of cash in and out of your business. This is arguably the most critical statement for a startup, as you can be profitable on paper but fail due to a lack of cash. It shows your starting cash, cash in (from sales, loans), cash out (for expenses, inventory), and ending cash balance for each month.
**Balance Sheet:** A snapshot of your financial health at a specific point in time, showing your assets (what you own), liabilities (what you owe), and equity (the difference).
**Break-Even Analysis:** Calculate the point at which your revenue equals your total costs. This shows how many units you need to sell or how much revenue you need to generate before you start making a profit.
**Assumptions:** List the key assumptions behind your numbers (e.g., "We assume a customer conversion rate of 2% from website traffic," or "We project a 10% increase in material costs in Year 2.").
Warning
Beware the "hockey stick" projection. Overly optimistic, exponential growth without justification is a huge red flag for investors. Your numbers must be ambitious but grounded in the reality of your market analysis and marketing plan.
Common Mistakes
**Unrealistic Projections (The "Hockey Stick"):** Overly optimistic, exponential growth without justification is a huge red flag. Your numbers must be ambitious but grounded in the reality of your market analysis and marketing plan.
**Ignoring Cash Flow:** Focusing only on profit is a classic startup error. You need to manage your cash meticulously to survive.
3
Key Financial Statements
Every business plan needs a P&L, Cash Flow Statement, and Balance Sheet
8. Funding Requirements (If Applicable)
If you are using your business plan to seek investment or a loan, this section is non-negotiable.
What It Is
A clear and specific request for funding.
Why It Matters
Investors and lenders need to know exactly how much capital you need, how you will use it, and how they will get their money back.
What to Include
**Current Funding:** State how much capital you have raised to date and from whom.
**Funding Request:** The exact amount of money you are seeking now.
**Use of Funds:** A detailed breakdown of how you will spend the capital. Be specific: e.g., $75,000 for key hires (Developer, Marketing Manager), $50,000 for inventory, $100,000 for marketing launch campaign, $25,000 for working capital.
**Future Funding:** If you anticipate needing more funding in the future, mention it here.
**For Equity Investors:** What valuation are you seeking? What percentage of the company are you offering?
**For Lenders:** How will you repay the loan? Detail your proposed repayment schedule.
Important
Know your exact funding number and be able to justify every dollar. A vague request like "around $100k-$200k" shows a lack of planning and will immediately undermine your credibility with investors and lenders.
Common Mistakes
**A Vague Request:** Asking for "around $100k-$200k" shows a lack of planning. Know your exact number and be able to justify every dollar.
**No Clear Use of Funds:** A request for "business growth" is not enough. You need a precise budget.
9. The Appendix
This is the repository for all the supporting documents that are too detailed for the main body of the plan.
What It Is
The final section containing supplementary information.
Why It Matters
It provides proof and adds credibility to the claims made in your business plan, without cluttering the main narrative.
What to Include
Founder resumes or CVs
Product mockups or photos
Letters of intent from potential customers
Detailed market research data
Permits, licenses, or legal documents
Detailed financial tables
Links to a video demo
Common Mistakes
**Putting Critical Info Here:** Don't hide anything essential in the appendix. If it's vital to your argument, it belongs in the main body.
**A Document Dump:** Be selective. Only include documents that genuinely support your plan.
The Complete Business Plan: Section by Section
Here is the full nine-section framework at a glance.
1
Section 1: Executive Summary
Your one-page trailer. Write it LAST. Cover mission, problem, solution, market, competitive edge, financials, and your funding ask.
2
Section 2: Company Description
Legal structure, location, mission/vision/values, business history, and SMART objectives for 1-3 years.
3
Section 3: Market Analysis
Industry overview, target market demographics, market size (TAM/SAM), competitor analysis, and your USP.
4
Section 4: Organisation and Management
Ownership structure, team bios, advisors, and honest acknowledgement of skill gaps with a plan to fill them.
Current funding, specific ask, detailed use of funds, future funding needs, and repayment or equity terms.
9
Section 9: The Appendix
Supporting documents - resumes, mockups, letters of intent, research data, permits, and detailed financials.
Making the Plan Work for You
Crafting a comprehensive business plan is a significant undertaking, but it's one of the most valuable exercises a founder can perform. It provides the strategic clarity needed to build a resilient and successful business.
A well-crafted business plan provides the strategic clarity needed to build a resilient and successful business. It's not a chore - it's one of the most valuable exercises a founder can perform.
Checklist
Validate your idea with real customer research before writing the plan
Draft all 9 sections with Australian-specific data and regulations
Use local data sources (ABS, IBISWorld) for your market analysis
Factor in GST, superannuation, and Australian business structures in your financials
Write the Executive Summary last, after every other section is complete
Have an accountant review your financial projections
Include your break-even analysis and key assumptions
Write the Appendix - don't skip the supporting evidence
For founders in Australia, navigating the specific requirements can add another layer of complexity. This is why having the right foundation is so important.
Key Takeaways
Your business plan is a living document, not a one-time exercise - revisit and update it as you learn
Write the Executive Summary last for the strongest possible opening
Never claim "no competition" - it signals inexperience, not market opportunity
Ground your financial projections in reality, not hockey-stick optimism
Factor in Australian-specific requirements: GST, superannuation, state permits, and local market data
The nine sections together tell a complete story - from vision to validation to execution
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