How Much Money Will You Make 

Writing Your Business Plan: How Much Money Will You Make?

Kurt GraverBusiness Plan, Business Start-up Advice


When crafting a business plan, one of the most critical questions you’ll face is: How much money will your business make? This isn’t just about profit; it’s about understanding the financial viability of your business model, setting realistic expectations, and planning for the future. Let’s explore the essential components of financial planning within a business plan, including real-world examples and practical insights.

Business Model

Your business model is the foundation of your financial plan. It defines how you’ll make money, whether it’s through direct sales, a subscription model, advertising, or any combination thereof. For instance, Netflix revolutionized the entertainment industry with its subscription model, while Amazon dominates e-commerce with a mix of direct sales and third-party vendors. Understanding the nuances of your chosen model is crucial for realistic financial forecasting.

Sales Forecast

A sales forecast is where you predict how much you’ll sell. It combines market analysis, historical data, and educated guesswork. Be realistic and base your forecast on solid data. For example, a startup might look at similar businesses in their region and adjust their numbers for market size and their unique value proposition.


Pricing strategy can make or break your financial plan. It must reflect the value you provide, the market demand, and your competition. For instance, Apple adopts a premium pricing strategy, positioning its products as high-end, high-quality offerings. On the other hand, Walmart uses competitive pricing to attract cost-conscious consumers. Evaluate your market and product to determine a pricing strategy that aligns with your brand and audience expectations.

Breaking Even

Understanding when your business will break even is crucial. This is the point where your total revenue equals your total expenses. Calculating this is simply by dividing your fixed costs by the profit per unit (price minus variable costs). This calculation provides a clear target for your business and helps manage financial expectations.

Market & Sales Planning

Develop a robust market and sales plan. Different business models require different strategies. For example, a B2B company might focus on LinkedIn marketing and direct sales, while a B2C company could benefit from Instagram marketing and e-commerce strategies. Tailoring your approach based on your target market and sales channels is crucial for maximizing revenue.

Financial Projections

In addition to forecasting sales, you should project your cash flow and manage your expenditures. This includes mapping out your fixed and variable costs and understanding how they’ll change as your business grows. Regularly revisit these projections to adjust for actual performance and market trends.

Risks and Contingencies

Identify potential financial risks and develop contingency plans. This could include market downturns, supply chain issues, or changes in consumer behaviour. For example, many businesses were impacted by the COVID-19 pandemic, but those with strong online presence were able to mitigate some of the negative effects.

Impact of Digital Transformation on Revenue Streams

Digital transformation can open new revenue streams for your business. For example, brick-and-mortar retailers expanding into e-commerce can reach a wider audience and increase sales. Additionally, service-based businesses can offer digital products, such as online courses or webinars, as additional revenue sources.

Financial Management Tools and Software

Utilize financial management tools and software for more accurate and efficient financial planning. Tools like QuickBooks or Xero can help track your finances, while Excel and Google Sheets are great for custom financial models and forecasts.

Seeking Professional Advice

Don’t hesitate to seek advice from financial experts or business advisors, especially when dealing with complex financial planning or unfamiliar scenarios. Their expertise can provide valuable insights and help avoid common pitfalls.


Realistic and detailed financial planning is key to the success of your business. It helps you set achievable goals, manage expectations, and make informed decisions. Review and adjust your financial plan to align with your business goals and market realities. Remember, a well-thought-out financial plan is a roadmap to profitability and growth.

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