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Sample Business Plan Outline (Start-Up) This is a sample outline for a business plan to be used by a start-up operation to request funding.. Uses of Funds How will you use the money Begin with a table that outlines the major use of funds categories (such as building purchase, build-out, equipment, franchise fees, working capital reserves, etc.) and amounts required, then follow it up with a paragraph or two describing each use of funds category in greater detail.. Marketing Tactics What tools will you use to promote your products and services Create a section for each major marketing tactic (such as advertising, internet promotions, direct mail, trade shows, etc.) as well as subsections (such as print advertising, TV advertising, radio advertising, etc.), as applicable.. Expenses Based on three-year projected totals and the equation income = expenses + profits , provide a pie chart that presents the percentage of total income equaled by each major expense category (such as costs of sales, rent, payroll, minor expenses combined into a single all other expenses category), and profits..