7 steps to create a business plan for your small business

A practical guide to setting strategy, focus and direction

Creating a business plan doesn’t need to feel overwhelming. Whether you’re running an established SME or launching a new venture, having a clear and structured plan is one of the best ways to grow, focus your resources, and increase sales. As a marketing consultant who has worked with over 50 businesses, one thing is always true: a well-thought-out business plan makes every decision easier. Benjamin Franklin put it perfectly: “For every minute spent organising, an hour is earned.”

Here are my seven steps to create a practical, results-driven business plan that will help you achieve clarity and measurable growth.

1. Start with a SWOT analysis

A SWOT analysis (strengths, weaknesses, opportunities, threats) gives you a starting point. Strengths and weaknesses are internal factors such as skills, processes, or financial resources. Opportunities and threats are external — things like competitors, technology shifts or customer trends.

SWOT has stood the test of time because it’s simple but powerful. In fact, many of my clients find the exercise sparks new thinking about what really differentiates their business.

Tip: Ask colleagues, partners or customers for input. If you’re more established, send a short survey to your clients for some honest feedback. 

2. Define SMART objectives

Without clear objectives, your plan risks becoming a wish list. Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound). For example, “Grow the business” is vague, but “Increase revenue by 20% in the healthcare market by acquiring five new clients this year” gives direction and accountability.

3. Build your financial forecast

A business plan must be financially grounded. Set realistic monthly income and cost projections, factoring in seasonality and cash flow. This will highlight where you need to invest and whether your targets are achievable.

Breaking forecasts down by customer type or product line also helps you see which areas deliver the highest margins, key to improving ROI.

4. Define your brand positioning

Brand positioning is often overlooked, but it’s critical. Ask yourself: what do you want to be known for? And how do you want customers to describe you? Ideally, this should be summarised in a simple sentence of around seven words, leading with the customer benefit.

Strong brand positioning underpins everything — from your website to your sales conversations.

5. Create a simple marketing plan

A good B2B marketing strategy doesn’t need to be lengthy. Two to three pages is often enough if it’s clear. Focus on:

• Competitors: Who are they, and what can you learn from them?

• Target audience: Build customer personas based on motivations, barriers, and behaviours, not just demographics.

• The 4 Ps: Product, Price, Place, Promotion. How will you reach your ideal customers at the right time, in the right way?

  
  

As a fractional CMO and strategic marketing consultant, I often see businesses wasting money by spreading themselves too thin. A simple, focused plan delivers far better results.

6. Outline your operational plan

Your plan should include the resources needed to deliver. Think about staffing, outsourcing, premises, storage, IT, and systems. Anticipating these costs avoids nasty surprises down the line.

7. Set metrics to track progress

Your business plan should end with clear metrics. Examples include:

• Sales: acquisition costs, lifetime value of customers, renewal rates

• Marketing: cost per lead, website traffic, customer satisfaction

• Operations: staff retention, response times

  
  

Metrics keep you accountable and give you visibility of what’s working and what isn’t.

Final thoughts

A business plan isn’t a one-off exercise; it’s a living document. Revisit it quarterly, share it with your team, and use it as your roadmap. Whether you’re an established SME or a service-based business owner looking for clarity, the process will give you focus and confidence.

If you’re ready to get clear on your strategy, let’s talk. 

Book a free consultation to discuss your marketing and business planning needs, or explore my case studies to see how I’ve supported businesses across Kent and beyond.