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The Business Plan Workbook

The Business Plan Workbook

A Practical Guide to New Venture Creation and Development

Colin Barrow, Paul Barrow, Robert Brown


Form an effective business plan for ventures and expansions using proven methodologies and practical resources.

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About the book

One of the most important steps in launching a new venture or expanding an existing one is the creation of a business plan. Time after time, studies and real-life examples reveal that the absence of a written business plan leads to a higher incidence of failure for new businesses, and inhibits growth and development.

Based on methodology developed at Cranfield School of Management, The Business Plan Workbook takes a practical approach to topic of business planning for new venture creation and development. Equally suitable for a range of academic and professional courses and for those developing small businesses, it takes the reader through 29 assignments to help you create and present your business plan, from learning how to create a competitive business strategy through to forecasting sales volume and value. It will help you to validate your business idea, brand your business, research and segment your market, and raise finance; all through one persuasive plan.

With new additional material covering the 7 Ps of Marketing, a section of Planning for Growth and a range of new and updated case studies of real life entrepreneurs, this classic text is an invaluable guide to all aspects of business planning.

Online supporting resources for this book include supporting lecture slides, personal development and lifetime learning appendix, test questions and answers and a bonus chapters on business communication, business gurus and mergers and acquisitions.

Table Of Contents

  • Section - ONE: Strategy and purpose;
    • Chapter - 01: Coming up with a winning idea for your business plan;
    • Chapter - 02: Strategy – the big picture;
    • Chapter - 03: You and your team;
  • Section - TWO: Market research;
    • Chapter - 04: Researching customers;
    • Chapter - 05: Researching competitors;
    • Chapter - 06: A plan for market research;
  • Section - THREE: Competitive marketing strategies;
    • Chapter - 07: Products and/or services;
    • Chapter - 08: Pricing;
    • Chapter - 09: Advertising and promotion;
    • Chapter - 10: Place and distribution;
    • Chapter - 11: People, Process and Physical Environment;
  • Section - FOUR: Operations and staffing;
    • Chapter - 12: The selling methods plan;
    • Chapter - 13: Making, outsourcing and supplies;
    • Chapter - 14: People and related matters;
    • Chapter - 15: Legal and regulatory factors;
    • Chapter - 16: Building a website;
    • Chapter - 17: Communication systems;
  • Section - FIVE: Forecasting results;
    • Chapter - 18: The sales forecast;
    • Chapter - 19: Cash-flow projections;
    • Chapter - 20: The profit and loss account;
    • Chapter - 21: The balance sheet;
    • Chapter - 22: Break-even analysis;
    • Chapter - 23: Estimating financing requirements;
    • Chapter - 24: Stress testing your business projections;
  • Section - SIX: Business controls;
    • Chapter - 25: Financial controls;
    • Chapter - 26: Sales and marketing controls;
    • Chapter - 27: Other business controls;
    • Chapter - 28: Planning for growth;
  • Section - SEVEN: Writing up and presenting your business plan;
    • Chapter - 29: Writing up and presenting your business plan


Brings together the processes and procedures required to write a business plan.
Commerce and Industry

A pleasing read, unlike many books on this topic; full of practical and professional advice.
Professional Manager

Highly informative and instructive.
City Business Magazine

[A] strong pick for business and management collections, especially for those who have their own aspirations for business ownership.
The Midwest Book Review


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Book Details

  • EAN: 9780749472832
  • Edition: 8
  • Published: 3rd January 2015
  • Paperback
  • Format: 234x158
  • 352 pages

About the Author

Colin Barrow, previously Head of the Enterprise Group at Cranfield School of Management where he taught entrepreneurship modules for the MBA programme, is a Visiting Professor at business schools across the globe. A best-selling author his other books include The 30 Day MBA, Starting a Business from Home, Practical Financial Management and Cut Costs Not Corners, all published by Kogan Page.

Paul Barrow is an author, a Visiting Fellow at Cranfield, and also a consultant advising SMEs on growth strategies.

Robert Brown directed the Graduate Enterprise Programme at Cranfield where he led a course on entrepreneurship.

Colin Barrow

Paul Barrow

Robert Brown

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