The Business Plan Workbook

Turn an Idea into a Credible Business Plan

For entrepreneurs, founders, and managers, a business plan is more than a document—it is the thinking tool that tests whether an idea can work. The tenth edition of The Business Plan Workbook walks through that process one assignment at a time, blending practical frameworks with the kind of realism that comes from working with thousands of ventures.

A Structured Path from First Idea to Final Presentation

The workbook is organised into seven phases, each containing focused assignments that build on the previous one. It begins with strategy and purpose, then moves through customer and competitor research, marketing decisions, operations, financing, and business controls before finishing with guidance on writing up and presenting the plan.

What the Assignments Cover

• Coming up with a winning idea and defining strategic direction
• Researching customers, competitors, and market conditions
• Shaping products, pricing, advertising, promotion, place, and distribution
• Planning operations, including selling methods, outsourcing, and legal factors
• Building sales forecasts, cash-flow projections, profit and loss accounts, and balance sheets
• Stress testing financial projections and estimating financing needs
• Establishing financial, sales, and marketing controls
• Writing and presenting a persuasive business plan

Why the Workbook Approach Works

Instead of asking you to absorb theory passively, the book treats planning as a series of practical exercises. Each assignment helps you gather evidence, test assumptions, and turn your thinking into clear, decision-ready material. The result is a plan you can actually use—whether you are starting a business, expanding an operation, seeking funding, or preparing for a formal presentation.

Grounded in Enterprise Education

The authors bring experience from Cranfield School of Management and other leading business schools. Their guidance reflects the reality of what bankers, investors, and other backers expect to see, while remaining accessible for first-time planners and experienced managers alike.

Who Should Use This Workbook

It is suited to startup founders, small business owners, students, consultants, and anyone responsible for developing a business case. If you need a logical, step-by-step method for turning an idea into a complete business plan, this ebook gives you the framework to do it.