Crafting a business plan, for freelancers (03/02/2012)

By June 18, 2012Blog

Plan. Create. Work. Return to drawing board.

So, you want to start a freelance business. Or, you’ve started one, and you want to formalise or clarify your offering in your mind. It’s business plan time.

They aren’t just for the biggies; for the entrepreneurs aiming to sell 100,000 units of personalised coffee mugs during Q4. They’re a useful way to turn your freelance vision, wherever in its gestation it is, into a coherent strategy.

Take a weekend morning. Make yourself a cup of something delicious. Start.



In general, put your sales pitch upfront and your numbers towards the back. Don’t forget to write a good, sharp intro (or ‘executive summary’) of 150 words or so, and a conclusion where you sum up or call for further contact. This isn’t rocket science, no, but you’d be amazed how often people leave this stuff out.



Structure is everything, so draw up a rough skeleton with Intro at the start and Conclusion at the finish. Plan to put in additional headings like ‘Aims’, ‘Services’, ‘Business Type’, ‘Rates’, ‘Industry/Competitors’, ‘Marketing’, etc.

Then, as you go, use research, creativity and numbers (if necessary) to plug the gaps. This is a helpful exercise for anyone new to freelancing (or even us oldies), as it helps to isolate where you see yourself, and how you plan to proceed and grow as you go. It can also drive you if need a vooma injection.


Tip: If you like, use the web to find a basic structure you can customise. Or, choose a few and take the best of each, given your situation. But never use an auto-generated, online business plan template – they read badly and look shoddy, and anyway, a cookie-cutter business plan won’t help you succeed.



Get a picture of your industry, customers, competitors and market. Then:

  • Write an executive summary, highlighting the detail of the business plan.
  • Give an overview of the business’s aims.
  • Unpack your services (this is your sales pitch) – explaining what your business will do in simple terms and highlighting features that set it apart.
  • Talk about what type of business (sole prop, etc.) you plan to have.
  • Provide a menu of rates, including terms and conditions if this is relevant.
  • Follow this with info on the industry as a whole and who else is in it.
  • Explain how you plan to market (website, web ads, flyers, networking).
  • Finally, provide some detail on exactly who’s involved, with short CVs, and conclude with detailed contact information and a call-to-action.



As a rule, keep it clean. Black text, white background. No colours or fancy fonts. Use bold headings and sub-headings that are one or two sizes larger than your main text font. And don’t be afraid of white space; it gives the reader visual breathing room and makes your plan look less like homework.



Carefully consider your style and tone when it comes to language. Keep it professional, but straightforward and simple. Resist old-fashioned phrases: ‘herewith is’, ‘for your perusal’, ‘the aforementioned’, etc. And try to use powerful words like, ‘The business will or can…’, not ‘would’ or ‘might’.



Even if you’re the only person involved in your business, find someone who can study your plan objectively and point out weaknesses or areas you might have missed. As you receive feedback, don’t be afraid to make changes to the document. A business plan should evolve along with a company.



Find a graphic designer friend, colleague or contact who can give you an hour of their time to lay out your plan properly. That way, if anyone wants to see it, or if you need to ask the bank – or anyone else – for money, it looks like something. You can also use bits and pieces of your plan as a corporate profile, which clients will ask for, so it helps to have it laid out properly.

If you’re skint, offer the designer a trade exchange: copy for design, photos for design, illustration for design – whatever. If you’re a designer yourself, get a copywriter or copy editor to check your writing for an hour. And so on.

Good luck!