What is inside this ecommerce and online store business plan
The download is a complete sample plan for Northwind Goods Co., a fictional ecommerce and online store business, written so you can see what a finished plan looks like and then swap in your own details. It includes all twelve sections lenders and investors expect:
- Executive summary
- Company description
- Products and services
- Market analysis
- Competition
- Marketing and sales
- Operations, licenses and permits
- Management and staffing
- Key performance indicators
- Risks and mitigation
- Financial plan with startup costs and 3-year projection
- Funding request and appendix checklist
Who your ecommerce and online store business will serve
Typical customers
- Shoppers searching for a specific product niche
- Social media followers
- Repeat buyers on subscription
- Wholesale buyers
Products and services to describe
- A focused product line
- Bundles and gift sets
- Subscriptions or replenishment
- Wholesale accounts
Common revenue streams
- Direct online sales
- Marketplace sales such as Amazon or Etsy
- Wholesale orders
Ecommerce and Online Store startup costs
These rough ranges are a starting point for your own budget. Real costs depend heavily on your city, the size of the operation and whether you buy new or used. Get quotes and replace them in your plan.
| Startup cost | Typical low | Typical high |
|---|---|---|
| Initial inventory | $5,000 | $40,000 |
| Store platform, theme and apps | $500 | $3,000 |
| Product photography | $500 | $3,000 |
| Branding and packaging | $1,000 | $5,000 |
| Launch advertising | $3,000 | $15,000 |
| Business registration and legal | $300 | $2,000 |
| Working capital reserve | $5,000 | $20,000 |
| Estimated total | $15,300 | $88,000 |
Build your own budget with the free startup costs calculator.
Sample 3-year projection
The template includes an illustrative projection for a ecommerce and online store business with first-year revenue of $250,000 and a 50% gross margin. Use it to see the shape of the numbers, then build your own with the 3-year financial projections spreadsheet.
| Year 1 | Year 2 | Year 3 | |
|---|---|---|---|
| Revenue | $250,000 | $312,000 | $359,000 |
| Gross profit | $125,000 | $156,000 | $179,500 |
| Operating expenses | $118,750 | $130,625 | $141,075 |
| Net income before tax | $6,250 | $25,375 | $38,425 |
Key numbers to track
- Customer acquisition cost
- Marketing spend divided by new customers.
- Average order value
- Revenue per order.
- Conversion rate
- Visitors who buy.
- Customer lifetime value
- Total gross profit from a customer over time.
Licenses and permits to research
- Business license and EIN
- Sales tax registration where you have nexus
- Product safety compliance for regulated categories
- Import documentation if sourcing overseas
Requirements differ by state, county and city. Check with your local business licensing office, health department or Small Business Development Center before you open.
Marketing ideas for a ecommerce and online store business
- Search engine optimization for product pages
- Paid social and search ads
- Email and SMS flows
- Influencer and affiliate partnerships
Risks lenders will ask about
- Rising ad costs
- Inventory tied up in slow sellers
- Supplier delays
- Marketplace fee and policy changes
Tips for writing your ecommerce and online store business plan
- Show landed cost per unit including shipping and duties.
- Model CAC and lifetime value by channel.
- Plan inventory reorder points.
Prefer a guided version?
Answer questions one section at a time and download your finished plan as a Word file.
Frequently asked questions
How much does it cost to start an online store?
A small store can start for a few thousand dollars, while brands holding inventory and advertising heavily often need $20,000 to $75,000.
What should an ecommerce business plan include?
Product and sourcing, target customer, competitive positioning, marketing channels with acquisition cost targets, fulfillment plan and financial projections.
Is this ecommerce and online store business plan template really free?
Yes. Download the Word or PDF file and use it for your own business at no cost, with no sign-up required. Replace the example text and numbers with your own.
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