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Part B: Develop the Business

As a group, you will develop a business plan that satisfies the niche in the market identified in Part A. The plan will include:

1)      Brand/Business Name

2)      Type of business:   Explain advantages and disadvantages (sole proprietorship, partnership, corporation)

3)      Mission Statement / Unique Selling Proposition / POD (Point of Difference)

4)      Basic Brand Elements (logo, color scheme, fonts)

5)      Target Customer (Identify in detail, your target customer based on your niche analysis)

6)      SWOT Analysis for your company including three future opportunities to grow the business i.e. licensing, location expansion, product spin-offs.

7)      Product Classification & Pricing plan

8)      Corporate Responsibility plan (Fair Trade, Environment, Resources)

9)      Omni-channel analysis (Channels / Platforms to be used)

What is a Mission Statement?

mission statement is a statement made by an organization that encapsulates the organization’s objectives and aims. The mission statement communicates a company’s intent to its stakeholders, including its customers, suppliers, and employees. For the employees, the mission statement can act as guidance and provide a sense of common purpose. The corporate mission, while demanding, will be an achievable target – what a company intends to accomplish. It should be powerful, compelling, and brief.



Websites to Aid in Targeting Your Customer Base

Sperlings: This is the website I used to look up information about a specific area.  The information changes upon the zip code you type in.  For example, you could look up general Los Angeles information, but if you type in the zip code- 90210, you will see drastic differences in median home income, cost of houses and employment information!

American FactFinder: American FactFinder provides access to data about the United States, Puerto Rico and the Island Areas. The data in American FactFinder come from several censuses and surveys. Use the Community Facts search to find popular facts (population, income, etc.) and frequently requested data about a community.

My Best Segments: is used for finding out who your target market is.  Who are these people? What do they like to do? Where do they shop? What kind of money do they make? What is their education status? You can do a Zip code look up to find very specific demographics about a neighborhood.  You can also do a Segment look up to find out about certain categories of people like the "Upper Crust" or the "Young Digerati" to name a few.  NOTE: Not all of this information is free online- you can view the Snapshot of each segment, but the other tabs are available to subscribers only, to which Berkeley College is not. 

CNN Money: CNN Money is a great resource to look up information on starting a business in a specific geographic area.  If you are interested in different resources for business owners for a geographic location, CNN Money will help you out. 

Additional websites: If you cannot find what you need in the other locations, these should be able to help you out:

Federal Statistics:

Bureau of Economic Analysis:

Bureau of Labor Statistics:

Finding Articles

Articles from prominent newspaper and magazine sources can shed much light on a company's business strategy. 

Use the databases recommended under the other tabs on this libguide.

Whenever possible opt for an "advanced" search.  Take advantage of indexing.  Designate your company as "company/organization" in the adjacent pull down menu.  Add another search term and specify it as "subject".  This will pinpoint your results.  The following is a selective list of potential subject terms for your search (these were found through Proquest...other databases may have slightly different terminology):

  • Strategic planning
  • Strategic management
  • Competition
  • Innovation
  • New markets
  • Chief executive officer
  • Acquisitions
  • Mergers
  • Turnaround management
  • Corporate reorganization
  • Cost reduction
  • Deals & Dealmakers
  • Resignations
  • Layoffs
  • Downsizing
  • Litigation

Accessing Databsaes


The selected databases will help you find info on your company & industry.

Where can I find examples of SWOT reports?

The Business Insights database has examples of SWOT reports for 1000 major public companies.  Find a Company Profile for an actual business similar to your project, and review that full SWOT Analysis as an example of what to include.