Business Plan vs. Business Model Canvas: Your Roadmap from Idea to Impact
- oppenlaender
- Aug 27
- 3 min read
Updated: Sep 2
How to Make Your Start-up Idea Concrete and Visible
You’ve got groundbreaking research. Maybe even a working prototype. But to build a successful start-up, you often need more than that. You need a business plan – a clear roadmap to guide your journey from idea to impact.
A solid business plan helps you:
Sharpen your vision
Convince investors and stakeholders
Reduce uncertainty and risk
It’s not just a document – it’s your start-up’s backbone. Let’s break down what makes a convincing business plan, and how to create one that speaks to investors and keeps your team aligned.
The Core Structure of a Strong Business Plan
Here’s what your business plan needs to include – and how to get each part right:
1. Executive Summary
This is your first impression. Summarize your mission, vision, and what makes your start-up unique in one page or less. Keep it crisp. Think: Why should someone care about your idea?
Tip: Write this section last. It’s easier once the rest of your plan is clear.
2. Business Description
What problem are you solving, and for whom? Explain your idea in plain English – assume your reader doesn’t have your background.
Tip: Test this section with someone outside your field. If they “get it”, you're on the right track.
3. Market Analysis
Who are your competitors? What makes your solution better? Identify trends, customer needs, and potential gaps in the market.
Tip: Use charts or visuals to show your competitive advantage – it’s easier to digest.
4. Organisation and Management
Show the people behind the science. Investors invest in teams. Highlight the founding team’s expertise like soft skills and hard skills and how responsibilities are split.
Tip: Keep personal – mention relevant experience and motivation.
5. Products or Services
Describe clearly what you’re offering and the value it delivers. Don’t get lost in technical details – focus on benefits to the customer.
Tip: Use a simple “problem-solution-impact” structure.
6. Marketing and Sales Strategy
How will you reach your audience and convince them to buy? Define your channels (B2B, B2C, online, direct sales, partnerships, etc.) and your positioning.
Tip: Explain why you’re choosing these channels – not just which ones.
7. Financial Planning & Forecasting
The part every investor flips to first. Explain your funding needs, expected expenses, and revenue projections.
Tip: Be realistic. It’s better to justify conservative numbers than to overpromise.
Business Model Canvas: A Flexible Planning Tool
Before (or alongside) writing your business plan, try mapping out your idea using the Business Model Canvas. It covers these 9 elements:
Customer Segments
Value Propositions
Channels
Customer Relationships
Revenue Streams
Key Activities
Key Resources
Key Partners
Cost Structure
It’s a great visual tool to align your team and stay agile – especially in early phases where things evolve quickly. It can be integrated into the business plan in a more flexible way. The Business Model Canvas can be revised as needed.
Tip: Use the Canvas to stress-test your assumptions before locking them into the full business plan.
Going a Step Further: The Impact Business Model Canvas
If your start-up has a social or environmental goal alongside financial targets, consider using the Impact Business Model Canvas. It pushes you to define how your business creates both social impact and commercial value.
“Especially in the first phase of MAX!mize, we worked intensively with the Start-up Coaches of Max Planck Innovation and the MAX!mize team on our business plan and fine-tuned it. Our goal is now clearly defined and helps us as a team to work on our start-up in a focused way.” – Dr. Anneke Heins, Start-up Team Separa
Clear goals bring focus. And a well-thought-out business plan can help your team make better decisions, stay motivated, and present confidently to funders.
Ready to Build Your Own Business Plan?
You don’t have to do it alone. The MAX!mize team and the Start-up Coaches at Max Planck Innovation GmbH are here to help you turn your research into a real-world venture.
Get in touch now and let’s create your business plan together.
