There is a system you can use to write a business plan in Kenya that streamlines the entire process.
By using this system, not only makes the writing process faster and simpler but also way more useful in a really practical way.
If you want to get your business organized and start strategically increasing your profits and growing towards your goals, then keep on reading this guide.
This business plan has six main sections and I’d recommend that you start by scribbling your ideas for each on a separate blank piece of paper.
Once you get your ideas worked out, you can create one cohesive document.
How to Write a Business Plan in Kenya
Now, the six pages of your business plan in Kenya are
- Production and Delivery
Let’s look at each of these pages, shall we?
Page #1. Overview
The first page of your business plan will be an overview.
It is going to give a basic understanding of what your company does and the structure of your business.
Now, on that first overview page of your business plan, you want to include
- Your business structure
- Location, that is where you do business and also
- A brief description of exactly what your company actually does.
The next piece of information for your company’s overview is your business’s mission and this is really important.
Here is why;
The business mission is the driving force behind your business plan in Kenya.
It is what all your plans are focused on achieving and if you don’t have a mission’s like trying to make plans to reach a goal without having the goal.
So make sure you don’t skip this step.
The final component of the overview page is your chart of accountability.
This chart describes who is accountable for which of the major tasks involved in running the business.
And the three main areas of accountability in most businesses are
- Sales operations
Page #2. Message
The second page of your business plan in Kenya will focus on outlining your company’s message.
If you want your business to be successful, you MUST have a clear idea of;
- What message you are working to communicate to your customers,
- Who are those customers
- How do you fit into their lives and
- How can you help them solve a problem that they are facing and create a result that they are looking for.
Here are the questions that you will want to answer on this page of your business plan
- What problem does your company solve for your customers
- What result does your company create for those customers
- How does your company create those results
- Who does your company serve
- Why do you do what you do
- Why should your customers choose you over your competition
- What is your company’s step by step plan for creating those results for the customer or what is your proprietary system
This both helps to answer the question of what sets you apart from your competition
It also shows your customers how you are going to create those results that you are promising.
By making this clear, you are instilling confidence in your ability to create the results.
Page #3. Marketing
Let’s talk about the third page of your business plan.
This page focuses on marketing and generating sales.
First of all, you will want to define your target market by their demography and their psychographics.
Demographics are attributes such as their age, income, where they live.
On the other hand, psychographics has to do with their interests, desires, and fears.
Here, you will also want to include an estimated size of your target market.
More importantly, where you have identified that you can find groups of those target customers.
Here is a little big hint;
If you haven’t yet figured out where you can find groups of those customers be it online or off, you are probably going to have trouble successfully marketing your product or service.
So if you come to this part in the business plan and you don’t know what to put here, stop and go do some digging.
Make sure that YOU can find this customer you have defined here.
If you can’t, then you might want to consider redefining that target customer and slightly pivoting your marketing position.
The final three pieces of information that you can include on this page of your business plan are
- Your visibility strategy. This explains how people will first learn about your brand and your products
- Your lead generation strategy, which explains how you will establish contact with the people who have discovered your brand
- Your conversion strategy, which is essentially your sales strategy. Explains how you are going to turn those leads you’ve generated into paying customers.
Here is a quick heads up;
As you are working through this business plan, it’s more than likely that you won’t know the answers to all of these questions.
And you won’t have all these things figured out yet.
I just want to let you know that that is completely alright.
And actually, one of the main purposes of writing your business plan is to become aware of those things that you haven’t thought about yet or what you haven’t figured out.
Because only once you are aware of what you don’t know, you will be able to think through it.
Don’t put off writing the business plan in Kenya just because you don’t know everything yet.
Rather, write the business plan so that you can get very clear on exactly what you do know and what you need to figure out.
Page #4. Product
This page describes the product or products that you sell.
Just so we are clear here, a product could be a physical product or a digital product or service.
I highly recommend that you choose just one product as your business’s primary product.
You might be selling several different things, so determine what your main product is that you are going to center your business’s marketing message around.
Here is why;
Many different parts of your business development will be much easier if you do have one product that is the focus.
Now, on this page of the business plan, start by identifying
- what that product is and then
- describing the result that the product creates.
Here’s a little SECRET;
What your business sells is really the result your product creates not the product itself.
After describing the results, describe the impact the product creates.
This is different than the result itself.
It’s instead how the customers’ life is affected by the result of the product.
If your product is a vacuum cleaner, then the result the product creates is clean floors.
But the impact of the product is that your prospect feels better about the state of their house.
Now they have a cleaner, healthier living environment and perhaps feels more confident inviting some company over.
Once you have described those three things for your main product, you can move on to other products that your company sells and do the same.
Page #5. Goals
The final page of your business success plan has to do with your goals.
If you have looked at any examples of business plans in the past or read a guide on how to write a business plan in Kenya, you might have seen a section that focused on projections.
- sales projections or
- new customer acquisition projections, or
- market share projections
And if you’ve tried to write a business plan in Kenya in the past and you tried to write this section, you may have found it very difficult.
Chances are that is because you are running a small business in Kenya or maybe you have just started your business.
Truth is, it is really difficult to make accurate projections or projections at all for that matter if you don’t have any data to base them on.
And that is why I’d recommend that instead of trying to create projections you instead simply set goals if you are just starting your company or you have only been in business for a couple of years.
You can decide exactly how long you want to make your goals for.
But a good place to start would be to set some one-year goals and also some five-year goals.
This way you know what you need to work on right now but you also know where you are aiming long term.
For each time frame, you can set whatever goals you’d like.
However, some that I might recommend;
- number of sales total revenue
- impact in terms of the number of customers who you help or how wide you spread your message and
- Development, could be the extent to which you have advanced the product that you create and offer or to what extent you have built your company.
And of course, when setting goals, it is always important to set specific, measurable goals and to set a deadline for when you are planning to reach them.
Final thoughts on creating a business plan in Kenya
All right, that is everything you need to include in your business plan in Kenya.
As you can see, they are simple pages and you probably already know most of the information that will be going into this business plan.
There are many other pieces of information that you may want to include in your business plan
You are more than welcome to include any relevant information that describes how you successfully run you and how you plan to reach your goals.
Here is my final piece of advice for you;
Make sure that you don’t overcomplicate things.
More words are not better.
In fact, your business plan in Kenya will be the most useful if you keep it short and relatively simple.
If you write a document that’s 20 40 or more pages long chances are high that nobody will ever even go back and read it ever again.
It’s been 5+ years now doing digital marketing. Back when I started, things were different from what you see today. That is the reason why I started this blog, to share my experiences and how I handle marketing challenges I encounter. I hope you find them useful. When not watching cartoons, (yes, I know what that means), you will find me creating content for my blogs.