Business Plan

Business Plans can be used for a specific purpose, such as applying for sponsorship or a grant. It is important for the sponsor to see that you are well managed and know where you are going as an organisation. A Business Plan outlines what you want the sponsorship or funding for, where it fits in with the overall operation of the organisation and how the project will be managed.

Business Plan Components

Executive Summary

A summary of not more than 2 sides of A4, which provides an overview of the proposal.

Organisational Overview

Introduction to the museum, its purpose, reputation, goals and objectives.

Project Proposal

Introduction to the project setting out:

  • What the objective is and how this relates to the museum’s objectives
  • How the objective will be achieved i.e. specifically what will we do?
  • How will success be measured?
  • Identify a time-plan for the above
Management

Include details of project management team to demonstrate their skills and abilities to deliver a successful outcome.

Benefits

To museum e.g.

            Introduction of new museum activities that enable…

            Reaching out to new audiences in the following way…

            Enhanced public image through…

To sponsor e.g.

            Promotional opportunities

            Community recognition and exposure as a result of…

Enhanced public image through…

Benefits should be specific rather than general and success should be measurable i.e. demonstrate how each benefit has been achieved.

Budget
  • Breakdown of total project costs against each business activity including:
    • Project material costs
    • Staff costs
    • Travel costs
    • Printing and distribution costs
    • Signage
    • Publicity
    • Web site construction and maintenance, etc.
  • Include indirect costs such as staff time, liability insurance etc. as this identifies the organisation’s contribution to the project
  • Identify which elements the sponsor is being asked to support.
  • Build in contingency and inflation if project spans more than 1 year.
Marketing Plan and Communications Strategy

Objective: Devise a marketing plan and communications strategy to support the business plan objectives.

Do this by identifying:

  • Target Audiences - and best ways to communicate with them
  • Communications Strategy - how target audience will be reached.
  • Measures of success - how will we know the communications strategy has been successful?

The communications strategy may be made up of a whole range of activities including:     

  • Direct Mail
  • Advertising
  • Press releases
  • Events
  • Printed articles in Newsletter, etc.

Each element of the strategy should be fully costed. The strategy may also include a research element if information about audiences and/or markets is required.

Conclusion

This is a call to action. Usually a paragraph or two about the synergies between the two organisations and why the sponsor should support the Museum. Re-iterate the ask e.g. how much is being asked for over what period.

Appendices

e.g. financial reports, any relevant evidential material

Tips

Be aware of the overall look of the proposal. Avoid jargon and acronyms – they may be common use, but the sponsor may not know what is meant. Proof read it for consistency in style and layout. Submit it expecting a positive outcome.

References and further reading:

Museums and Galleries NSW, Online Resources, in particular:

Museums Australia Inc (NSW). Museum Methods; a practical guide for managing small museums. Section 2.7 Sponsorship