Adding value with unique selling points:

"What makes my business idea special?" "What is better than the competition?" "What do I want to achieve with my vision?" Really no way around these questions, I think...

Before the business plan: use my canvas!

First things first: Before going into the detailed business plan, my experts advise you to consider your business idea - the quickest way is with my business canvas. This allows you to check your idea for the most important factors and to identify and correct weaknesses before doing the business plan. In addition, you can use the tool to discuss and sharpen your business idea with your partners, friends and acquaintances.

Business Canvas Download

Heyho, let's go: describe your idea.

In the first part of the business plan after the executive summary you describe your idea, define the target group (-s) and conduct the market and competition analysis.

The business idea is the basis of your start-up. When writing the business plan, be sure to describe not only the vision itself but also the audience(-s) of your business idea and the business potential. Believe me: The more questions you answer before being asked, the better! In addition, you should try to emphasize the uniqueness of your idea already at this point.

Even when starting with an already existing concept like a franchise, you begin the business plan with the business idea, because that's the basis for the detailed service or product offer.

In addition to a clear description of your vision, you should shed some light on the following aspects of the business idea in your business plan:

1. Target groups: Who do you want to reach with your business idea?

No independent business without customers! In this section of your business plan, describe who is going to buy your product or pay for your services, and what specific characteristics this group has. In addition, you can create fictional characters in the form of personas – in order to visualize your target customers and to get a detailed picture. It's really worth it!

In general, for target group creation you have to discern between

- Private customers (B2C) and

- Business customers (B2B)

It is important to know your target group as precisely as possible: Which needs do they have? What is their buying behavior? How and by whom can they be influenced? When, where and how often does the target group use a product or service?

2. Business potential: What are the prospects for success of the business idea?

When taking a step into self-employment, it is important that your offer meets a demand. Therefore, describe in the business plan what benefit your product offers to the target group you have defined and how big the total demand could be. Why would someone prefer your offer to an existing one? Ideally, in the business plan, you can also show how your business idea differs from existing concepts, and what added value your eureka moment offers to your target audience. Be exciting and different!

Compare your business idea also with already existing ones (for example, a franchise concept)! It may even be worth your while to take on a franchise rather than developing your own business idea from scratch.

Not one good business idea? Your dream does not have to burst!

Don't give up, just yet: Even if you do not have your own (suitable) business idea, the dream of your very own business does not have to end. Let yourself be inspired or find out about existing business ideas that are looking for a franchisee or successor.

My experts share good portals for this in the chat.

👉ETH FOUNDATION: Make an idea marketable - with the ETH Pioneer Fellowship (CH) 


👉ENTREPRENEUR.COM: Get started for ideas of others - franchise it!

👉COMPANY MARKET (CH), SCHWEIZER NACHFOLGE (CH), NACHFOLGEPOOL (CH): Here are some great offers for the takeover of an already established company.

Lean Canvas Template (EN)

With this Lean Canvas Template from the University of Lucerne you can develop your business model. 


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