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How to Write a Winning Business Plan for E2 Visa Program

Are you applying for E2 visa? If YES, here is a sample template on how to write a winning business plan for E2 visa program that is immigration compliant.

What is an E2 Visa?

An E-2 Investor Visa is one that allows an individual to enter and work inside of the United States based on an investment he or she will be controlling while inside the United States. The E2 visa is usually valid for three months to five years and can be extended indefinitely if the holder wishes.

International investors seeking to migrate to the US with the goal of starting their own business may qualify for the E-2 visa. For the investor in question to qualify, he or she needs to come from a treaty country and he has to commit a ‘substantial’ amount of capital towards the business.

This essentially means that the business must have something substantial on ground before the E-2 visa is granted, and since substantial is not defined by the USCIS, in theory there is no minimum. This requirement allows the USCIS or Department of State to grant visas to those investors that are serious about their intentions and are really making a transition.

To demonstrate that all the requirements of the E-2 visa have been fulfilled, US embassies and the USCIS rely heavily on the business plan. They want you to document all your achievements as regards the business.

For most applications, a business plan is required to illustrate key aspects of the E-2 company, including what the business is going to do, how it is going to do it, and when it will accomplish its goals. While developing a business plan may seem like an intimidating idea for most people, it is a crucial step to assembling a strong E-2 application.

Also, a business plan is the best method for cultivating your business idea and developing a deep understanding of what your business is and how it will grow. E-2 visas are often granted or denied based on the quality of your business plan, as many reviewing officers (and especially USCIS) examine the plan to determine whether your business is viable and whether you are serious about running it.

What your E2 Visa Business Plan Should Show  

E2 visas are only available to citizens of countries with which the US has a treaty of commerce and navigation. Applicants must be citizens of these countries, they are not allowed to be just permanent residents.

An applicant must be able to prove that he/she has invested (or is in the proven process of investing) a substantial amount in a bona fide US business. An applicant must be able to prove that he/she is entering the US for the sole purpose of developing and directing the specific business being written about.

What Constitutes ‘Substantial’ Investment in a US Business?

For an investor to be granted the E2 visa, one of the requirements is that they make substantial investments on their business. Another way of putting it is that the USCIS requires that the investor’s capital must be at risk in a commercial sense. The investor should be able to prove that the capital was invested with the goal of making profit, and that it can be lost (completely or partially) if the investment fails.

But you should know that for an investment to be deemed substantial is usually based on context. However, there are a few general guidelines that can help an investor know know what the USCIS is looking out for. The following guidelines can help you.

• An investment is considered substantial by the USCIS if it can be considered a significant portion of the total cost of purchasing/starting the business in question.
• An investment is substantial if it is large enough to prove the investor’s financial commitment to the success of the business.
• If it is enough to make it likely that the investor will be successful in his development of the business.
• In the case of a startup, an investment must be shown to be enough to start and operate the business.
• Although E2 visa applications have been approved and can be approved for investments of less than $100 000 if all criteria are met, a general guideline is that the E2 investment amount ought to be more than $100,000 to be considered substantial.
• Finally, it must also be shown that the enterprise that is being invested in is actually a business. This requires proof that the business is an entrepreneurial venture that produces goods or services with the express goal of making profit. The business must not be considered marginal – i.e. it must be proven that the company is making more than is needed to support the livelihood of the applicant and his/her family.

It is also possible to prove that, while the company is not currently generating more than this amount, it has a high likelihood of doing so in the future.

How to Write a Winning Business Plan for E2 Visa Program That is Immigration Compliant

1. description of the business and executive summary.

When writing your E2 visa business plan , you have to start off with the description of the business and your executive summary. The executive summary should introduce the company, its key products and/or services, and the target market for the company’s products or services. The details of the company, such as where and when it was founded, should be included here, as well as the highlights of the company’s key projected metrics.

For E-2 purposes, it is important to focus on data points that prove your company will qualify for the visa, such as how much money it makes and how many employees it will hire (the company should make enough to hire at least three to five employees in a five-year period).

The Executive Summary provides the examiner with a snapshot of your company, and if done properly, will emphasize why you and your company qualifies for the E-2 visa. This is an essential part of the plan and it will be the first (and in some cases the only) thing the examiner reviews.

2. Purpose of Developing and Directing the Business

Having done with the executive summary, you should now state the purpose of the business. You must prove to the reviewers that you are entering and staying in the US for the sole purpose of ensuring the success of the enterprise in which you have invested.

This can be proven if the applicant has 50% or more ownership of the venture. Alternatively, an applicant must be able to prove that he/she is responsible for the day-to-day operations of the business. This will have to be proven with reference to his/her managerial position within the company.

3. Market Analysis

An E-2 compliant business plan should contain a detailed market analysis that studies the conditions of the local market in which your company will compete, identify your company’s competitors, and provide an explanation as to why your company will successfully compete in the local market.

As the data cited in the market analysis section often forms the foundation for your financial projections, it is crucial that you thoroughly develop this section, identifying competitors by name, comparing the relative strengths and weaknesses and comparing the products and business models.

This demonstrates to a reviewing officer that you understand the market that you will be competing in, as well as provides an opportunity for you to further develop an understanding for your company and the marketplace in which it will operate. The market analysis section should also contain a detailed analysis on your target market and prospective customers or clients.

The key is providing as much relevant detail as possible. If you have contacts to tap into, or meetings lined up, present them. Perhaps you already have contracts in place, or signed letters of intent, use these also. The more documents you have, the better.

4. Marketing and Personnel Plan

Your business plan should include a comprehensive marketing plan that describes how the company will make itself known to its target market, and how it intends to engage this market to purchase its products and services. The marketing plan can include standard methods of marketing such as print advertisement commercials, as well as online marketing and the use of a website.

The important thing is that each marketing plan should be tailored to your specific business. If your consulting agency does not use ads to get clients, then it is important to describe how your company secures customers (through networking or referrals, for example).

Yet another crucial part of an E-2 compliant business plan is a comprehensive hiring plan for the next five years of the E-2 company’s operations. The E-2 visa requires that the company hire US workers and provides for more than just a living for the treaty investor and his/her family.

The plan should include a description of each position the company intends to employ, how many employees the company intends to hire, and when they intend to hire them. While there is no exact number of how many employees the E-2 company must hire, it is recommended that the company in question hires no fewer than three, and strive to hire at least three by the company’s third year of operation.

The management structure should allow you as the E-2 visa holder to develop and direct the company, with other individuals performing the skilled or unskilled labor demands of the business. You must be able to demonstrate that you will create jobs within your company for resident workers. How many US jobs will result from your enterprise, what roles will they be and when do you expect they will be created? All these questions must be answered.

5. The Financial Plan

Your E2 visa business plan should also contain your company’s financial plan. This financial plan is the business’s projected financial statements as well as an explanation that provides a basis for the assumptions and figures in the statement. A company’s financial statements consist of a balance sheet, the profit and loss statement, and a cash flow statement.

These statements quantify the company’s history (or in this case, the company’s future) in monetary terms. They provide information that can be useful in making a determination regarding the company’s financial health and future, and are the primary means through which financial information is communicated to the reviewing officer.

It is absolutely crucial that the business plan contains a credible financial plan, as the plan’s strength depends on realistic fiscal plan. Again, the key is providing as much detail as possible as to how the financial plan was developed. This helps to strengthen the plan and also helps an examiner to better understand your business.

6. Business strategy

The plan should provide financial projections and elaborate on how the business will achieve sufficient success and profitability to support you (the investor), your dependents and employees, and create new jobs within the duration of the E-2 visa (maximum 5 years).

It’s important to be realistic. If your application is successful, look ahead to the renewal stage (up to 5 years). When you apply to renew, you will be required to present documentation and figures that show business performance for the duration of the visa, with the expectation that you will have achieved these projections.

In the business plan, you will also need to show you have control and possession of your investment funds. This requires documentary evidence of the source of funds, with a clear paper trail, for example, sale of property or assets, savings, employment income. With no threshold or arbitrary minimum amount, the size of your investment must be considered ‘substantial’ in proportion to the total cost of the business project.

7. Operational strategy

The Embassy will want to understand how your business will actually function in the US. There are a multitude of corporate structures permissible for securing the E-2 visa. You will need to decide which you will operate under. The management specifics of the business will also require detail. You will also be required to provide evidence that at least 50 percent of the business is owned by you, being a citizen of a treaty country.

8. Your skills and experience

A further requirement for an E2 visa is that the business in question be related, connected or relevant to the professional experience, skills or qualifications of the E-2 applicant.

The Embassy will be seeking assurance of your credibility and capability, as well as the viability of the enterprise, and questions would arise at the interview if there is a perceived lack of synergy between your capabilities and the company’s line of work.

Developing a good business plan takes a particular expertise and you should hire a qualified professional to develop your plan. This is particularly the case if you are seeking bank financing and/or applying for an immigration petition.

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A Comprehensive Guide to the E-2 Investor Visa Business Plan

Originating from bilateral treaties between the United States and specific countries, the E-2 visa provides a platform for foreign entrepreneurs to invest in and manage businesses on U.S. soil.  This non-immigrant visa grants temporary residence, enabling qualified individuals to oversee and operate businesses they have invested substantial capital in.

A Flexible Path to Immigration

The E-2 visa program offers foreign nationals from treaty countries a versatile path to invest and live in the United States . Unlike other immigration routes, this program emphasizes flexibility, allowing visa holders to reside in the U.S. and actively participate in their business.

Investments must be substantial and in a bona fide enterprise, reflecting genuine commercial engagement. Treaty investors must show clear intent to develop and direct the business, contributing positively to the American economy.

The E-2 visa is not merely a business decision; it embodies the pursuit of the American dream. Through investment, immigration, and embracing opportunities, foreign nationals can build a new life and contribute to American society.

Eligibility Criteria for the E-2 Visa

Treaty country: a basis for eligibility.

The E-2 visa is open to nationals from treaty countries that have specific agreements with the United States. The list of treaty countries is dynamic and reflects international agreements. To see if your country of origin qualifies, the U.S. Department of State keeps an updated list of E visa-eligible treaty countries.

Substantial Investment and Engagement

The essence of the E-2 visa program is the substantial investment made by the foreign investor in a U.S. enterprise. The focus is on the proportionality of the investment, its relevance to the business, and the investor's commitment to actively manage and direct the enterprise.

Commitment to Business and Economic Contribution

E-2 status demands more than financial investment. An E-2 visa applicant must demonstrate a sincere intent to contribute to the U.S. economy and a dedication to the success of the business. Engagement with immigration law and specific legal requirements are essential to maintain E-2 visa holder status.

Viability and Growth Prospects

Investors can choose to invest in an existing business or establish a new one. The focus lies in the viability, growth potential, and employment generation. Immigration officials scrutinize the business plan, including market analysis, to ensure it meets the E-2 classification standards.

E-2 Visa Application Process

Application and approval: detailed steps.

The application process starts with completing required forms, such as the DS-160, and assembling a comprehensive package of supporting documents. Key components include:

• Business Plan : An E-2 business plan detailing investment, market analysis, and operational strategy.
• Investment Proof : Evidence of a substantial investment, including sources and allocation.
• Treaty Country Citizenship : Documentation confirming treaty country citizenship.
• Visa Interview : Preparation for an immigration official interview, highlighting the genuine intent.
• Visa Approval : Navigation through challenges, ensuring alignment with immigration law, transparent documentation, and a compelling business case presentation.

Working with E-2 Visa Professionals

Immigration attorney.

An immigration attorney's expertise is pivotal in crafting a persuasive application and addressing complex legal matters. An immigration lawyer with E-2 visa specialization can provide additional insights, supporting the applicant throughout the process by preparing the applicant for interactions with immigration officials.

Immigration Business Plan Writers & Consultants

In the complex landscape of E-2 visa applications, especially for unconventional or young business models like entertainment, influencer, or app development, the role of a professional business plan writer is indispensable. Business plans that lack credibility or feasibility often face pushback from consular officers or USCIS. Far too often, E-2 visa business plans may not align with the ambitious goals for revenue and employment creation, leading to questions about the business's marginality and the proportionality of the investment.

A professional immigration business plan writer, such as the award-winning team at Masterplans, brings to the table specialized market research tools and invaluable experience. With access to vast collections of financial models and industry-specific data, they offer robust substantiation for the investment plan. Their expertise extends to understanding industry average rates, employee salaries, and other key metrics that ensure the business plan is grounded in reality and aligned with market conditions. Working with a professional immigration business plan writer not only strengthens the credibility of the E-2 application but also enhances the overall success prospects by providing accurate forecasting and evidence-based planning. It is not a step to overlook; instead, it's a strategic collaboration that adds substantial value to the E-2 visa application process.

The E-2 Business Plan

Demonstrating at-risk investment.

The investment plan must lucidly demonstrate the substantial investment made by the foreign national , outlining the source of funds, allocation, and commitment to the business, in compliance with E-2 investor visa guidelines.

Beyond Marginality

An E-2 business must project potential growth beyond mere sustenance for the investor and family. The business plan must articulate a path to growth, including job creation, market expansion, and economic contribution.

Comprehensive Market Analysis

The market analysis is integral to the E-2 business plan, offering insights into the industry landscape, competition, target market, and growth opportunities. It includes:

• Industry Overview : Understanding trends and challenges.
• Competitor Analysis : Evaluating competitors to gain a competitive edge.
• Target Market : Defining customer segments and strategies.
• Growth Opportunities : Identifying expansion and development avenues.

Disadvantages of the E-2 Visa

The E-2 Visa, while offering certain advantages such as the ability to invest and operate a business in the United States, does come with notable drawbacks that must be considered:

Difficulty in Transitioning to a Green Card

One of the most significant challenges associated with the E-2 Visa is the complexity and difficulty in transitioning to permanent residency or obtaining a green card. The E-2 is a non-immigrant visa, and its primary focus is on temporary business activities. As a result, it doesn't inherently provide a clear or straightforward pathway to permanent residency.

Other Potential Disadvantages

• Limited Scope : The E-2 Visa is restricted to nationals of countries that have a Treaty of Commerce and Navigation with the United States. This limits eligibility.
• Investment Requirements : Substantial investment in a bona fide enterprise is required, and the definition of "substantial" can vary, leading to uncertainty.
• Renewal Challenges : Although renewable, each renewal can be an arduous process, requiring proof that the business is still viable and fulfilling the treaty investor visa requirements.
• Dependent Restrictions : Family members under the E-2 may face limitations in employment opportunities.

Sustaining the E-2 Visa Beyond Approval

The journey continues after the E-2 visa is approved. Sustaining the visa requires an ongoing commitment to the U.S. enterprise, including:

• Continuous Business Operation : Ensuring the business remains active and profitable.
• Ongoing Compliance : Regular legal checks and alignment with visa requirements.
• Coordination with Legal Professionals : Collaborating with immigration attorneys and lawyers for integrated business planning and legal compliance.

The E-2 visa serves as a gateway for treaty investors to foster growth, innovation, and job creation in the U.S. economy. It stimulates investment and supports local businesses, industries, and economic development.

For E-2 visa holders, this program embodies a journey towards success, stability, and personal fulfillment. It aligns with the core principles of opportunity, hard work, and aspiration, facilitating personal and professional growth. 

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How to Write an E-2 Visa Business Plan

Whether the business is a new one, is already functional or is being purchased, the purpose of the business plan is to project and summarize the next five years of operations. In this post, we will discuss how to write an E-2 Visa business plan so you can have confidence when preparing for an E-2 visa. This post will highlight three main categories – the E-2 applicant, investment and the business. This is to address the fact that the official who reviews the application is not familiar with the individual, their investment nor their enterprise, and uses this to determine E-2 visa eligibility .

When writing an E-2 visa business plan, the overall theme should answer specific questions like the following:

• How will this business enterprise benefit the United States economy?
• How many jobs will be created because of the presence of this business?
• Is the applicant capable of directing the business enterprise?
• How can the contents of the proposal demonstrate the investor’s personal finances reserved for the business are considered “at risk?”
• Does the enterprise meet the proportionality test?

Writing an E-2 Business Plan

The E-2 visa business plan is the time for petitioners to provide true, yet convincing information to immigration officers about their enterprise. The plan should also demonstrate how the venture is a real business, or truly will be operating in the near future.

• Has established and is directing, or will establish the business as outlined in the application
• Has the intention to reside in the U.S. through the duration of their E-2 visa
• Has the intention to leave the U.S. upon their visa expiration (unless they wish to renew)
• Proves personal funds were used for the investment
• Shows proof of credibility 
• Owns 50% or more of the business
• Demonstrates the capability to direct the business
• Is proven to have been reserved for the E-2 business
• Evidence the source of funds came about by legal and good-faith means
• Demonstration that the amount invested is substantial
• Must meet the proportionality test requirements
• Being purchased, is already functional or is a brand new one
• Must be a bonafide enterprise
• Will employ U.S. citizens

Simply put, E-2 visa petitioners must account for everything he or she is proposing in both their application as well as their business plan, by providing a detailed history of their business. 

Furthermore, the foreign investor must demonstrate how they are fully qualified, as well as capable, to develop and direct the business. And that they have invested (or will soon invest) a substantial amount of their own capital into a true and lawful business. As such, he or she must be able to prove their main purpose for entering the United States is to direct the enterprise. Equally as important, the applicant must give an explanation about how the presence of the business will benefit the U.S. as well as create jobs for the citizens.

Who Reads the e-2 Visa Business Plan?

The United States Citizenship and Immigration Services officers, and/or consular officers who read the E-2 business plan. There are no interviews with the officer reading the business plan, and the communication between the foreign investor and the officer is quite limited. For this reason, it is extremely important the applicant include all of the necessary information in their plan. 

Conclusion of How to Write an E-2 Visa Business Plan

Foreign investors looking to open (or purchase) a business in the United States via an E-2 visa  must include a business plan with their visa application. The plan summarizes the next five years, including financial projections, and is a detailed overview regarding the petitioner, the investment and the enterprise. 

The business plan is how the U.S. immigration official will learn about the venture. Though the requirements are quite strict for foreign investors, United States Citizenship and Immigration Services officers use the business plan to decide whether the applicant and their business venture qualifies for an E-2 visa . 

It is crucial the applicant expresses his or her purpose for developing the business as well as their level of capability of directing it. He or she must also prove how their investment demonstrates their commitment to the success of the enterprise.

The investment must be demonstrated to have been put at risk during the establishment of the business. Additionally, all capital must be shown to have come from a legal and bonafide source, and shown to be reserved solely for the investment. 

The last main subject in the business plan is the enterprise itself. The E-2 visa applicant must also prove that the venture is a bonafide one. The foreign investor must also make a case for how their business will benefit the United States economically. Such plans should entail the number of jobs that will be created because of the business’ existence, as well as the value the products and/or services will bring to the consumers. The business plan should speak to the sustainability of the business.  

It is the USCIS and consular officers who read the business plans. As they do not interact with the applicant, it is crucial that all necessary information is presented in the first application. The officers do not communicate with theforeign investor oher than a written response after he or she has reviewed the case.

Frequently Asked Questions About How to Write an E-2 Visa Business Plan

My business is not generating any income yet, how can i write about a business that doesn’t exist yet.

Though the company may not be fully functional yet, the applicant should be able to project future financials and the probability of the business being marginal. Such information should be further explained in the business plan.

I will be establishing a startup business in the United States, what is needed in order to demonstrate that my investment is sufficient?

Some main factors to consider are whether the investment is substantial, if there is a strong forecast of how much it will cost to develop and operate the business, the sustainability of the startup, and if it passes the proportionality test.

Is the E-2 visa business plan the same as any other business plan?

While it is essentially the same, an E-2 visa business plan must include a more extensive history about the petitioner/business owner, the background of his or her investment funds and how the business will be beneficial to the United States.

I am planning on opening a business in the United States, am I required to write the business plan myself?

No, not at all. Oftentimes investors seek the assistance from highly professional business plan writers who specialize in writing E-2 visa business plans. In this case, the writers would need as much information from the applicant as possible, so they can put together the business plan in the format necessary.

Table Of Contents

Who Qualifies for an E-2 Visa in 2024

E-2 visa real estate investments in 2024, best e-2 visa business investments in 2022, how to switch from an e-2 visa to a green card.

Everything You Need to Know About Creating an E2 Visa Business Plan

Interested in an immigration business plan.

If you’re planning to relocate to the United States to operate or start a new business, you’re most likely looking at the E-2 treaty investor visa. The E-2 visa is a non-immigrant visa issued to people from treaty nations who have invested or are actively planning to invest a substantial amount of money in a United States business.

The term “substantial amount” is quite unclear and might imply any quantity because no exact minimum has been defined. However, at E-2VisaWorld , we recommend a financial investment of at least $80,000. The E-2 treaty investor visa is generally valid for 3 months to 5 years and can be extended for an indefinite amount of time if the holder desires.

We Specialize in E2 Visa Business Plans

In addition to fulfilling the many eligibility requirements, obtaining an E2 visa requires thoroughly laying out all relevant details about you and your business to the U.S. immigration officials in a simple, easy-to-follow business plan.

To demonstrate that all the E2 visa requirements have been fulfilled, your business plan needs to clearly highlight your qualifications and supply strong financial forecasts . While this might sound complicated, having an expert’s assistance can make all the difference in turning your visa application process into a visa.

At E-2VisaWorld, we have helped individuals from around the world craft comprehensive immigration business plans and applications that highlight their strengths. Here, our experts guide you through everything you need to know about E2 Visa business plans to help you get started.

Why You Need an E2 Visa Business Plan

It’s probably no surprise that your company requires a business plan. As an E2 visa candidate, however, your business plan covers a range of unique needs.

Because the purpose of this plan is to encourage USCIS to approve your business enterprise and to ensure that it meets the requirements for job creation, it isn’t being written for business partners or investors, but instead for the immigration authorities who will review your visa application.

When creating E2 visa business plans , you’ll need to include much of the same content as standard business plans. But you will want to further elaborate on your investment, source of capital, and ability to establish and direct the business. An immigration business plan also requires more background details on you as the candidate in addition to the executive summary and business details that standard business plans set out.

How Should E2 Visa Business Plans Be Written?

Additionally, due to the fact that E2 visa business plans are written explicitly for USCIS , its language and tone should follow both immigration laws and legal business guidelines. The immigration authorities who review your application might not have the same business background as typical readers of business plans, so it’s important to ensure that it is written in clear and straightforward English without any grammar or spelling mistakes.

Because a business plan for immigration has unique needs and is essential to a successful application, having specialized legal assistance is vital to beginning your journey of entrepreneurship in the United States. At E-2VisaWorld , we put the candidate’s interests first and work tirelessly to help them build an application and business plan that will present them as a successful and capable business professional.

What to Include in an E2 Business Plan

To be successful, E-2 business plans should show that candidates have the requisite abilities, skills, background, experience, and resources to effectively begin and grow businesses that offer bona fide products or services and will leverage American employees.

Your E-2 visa business plan will likely be at least 15 pages in length and consist of helpful charts, tables, graphs, and images that will assist in offering the immigration official who reviews your application a thorough understanding of business.

Elements of an E-2 Business Plan

At a minimum, E2 visa business plans should consist of the following:

• An executive summary and business description introducing the company, its products and/or services, and a general overview of why you and your business venture qualify for the E2 visa
• A description of your intended purpose of developing and directing the enterprise, including details that prove that you are entering the United States for the sole purpose of running the business, that you own at least 50% of the business, and that you are responsible for the day-to-day operations of the business
• A target market analysis with information on its conditions, competitors, and an explanation of why your business will succeed in this market
• A comprehensive marketing strategy describing how the business will gain acknowledgment in its target market and how it intends to engage with this market
• A detailed hiring plan for the next 5 years of the company’s operations, including a description of each position they intend to hire and how many employees they intend to hire, that proves that the business will create new jobs for local residents
• A discussion on finances with a 3-5 year financial projection, including a balance sheet, a cash flow statement, and a profit and loss statement, as well as an explanation for the figures and assumptions in these statements
• A section proving that you have possession and control of your investment funds, accompanied by evidence of the source of funds with a clear paper trail and proof that the investment is “substantial” under E-2 investor visa guidelines
• An operational strategy section explaining the company’s organization and management, as well as a description of your skills and experience as the E2 visa applicant and how they relate to the business to ensure its viability

In order to fully, accurately, and effectively capture the above elements, consulting a professional with specialized knowledge is essential. Whether you’re obtaining an E-2 visa by purchasing a franchise or starting an entirely new business from the ground up, we can help. At E-2VisaWorld, our team of experts consists of professionals with backgrounds in both business and immigration and substantial experience managing complex matters from a diverse client base and dozens of industries. Get started by filling out our E-2 eligibility survey today.

How Can Samples of E2 Visa Business Plans Help?

While the above requirements for E2 business plans offer a great starting point when beginning your E2 visa journey, seeing them in action is even better. One of the simplest ways to do this is to take a look at samples of E2 visa business plans, which will help you determine whether the E-2 route is right for you and give you a good idea of the format your business plan will need to follow.

Where to Find an E2 Business Plan Sample

Numerous E2 visa business plans can be found online. These can be great resources for understanding what to expect when creating your business plan. However, it’s best not to rely on them in an attempt to do it yourself.

Your business plan will need to be completely customized based on your business’ specific circumstances . This requires the guidance of a professional who knows exactly what USCIS wants to see. As such, we recommend using business plan samples as a reference point and seeking the services of our attorneys for specialized assistance.

Our Experts Can Help With Your Business Plan for E2 Visa

In our experience, the preparation of a strong, comprehensive business plan that shows how your enterprise satisfies the requirements of the E-2 visa program is vital. Because of that, our business immigration attorneys use their extensive skills, resources, and experience to prepare immigration business plans that satisfy the approval of the toughest immigration and consular officers. Contact the experts at E-2VisaWorld today to schedule a free consultation and begin bringing your international entrepreneurship dreams to life. 

CALL US: +44 (0)20 8004 3492

E2 visa business plan (what to include).

• September 21, 2023

By Nita Nicole Upadhye

• Last updated September 21, 2023

Table of Contents

Get your e-2 visa business plan right.

If you’re planning to move to the US to start a business, it’s likely you’re looking at the  E-2 visa. As well as meeting the many eligibility requirements of the E2 visa,  you will be required as part of your application to submit an E2 visa business plan.

A poorly formatted business plan can result in delayed processing, if more information is requested by the adjudicator, or even a refused application if the adjudicator concludes from the business plan that the visa requirements are not met. As such, the business plan is a critical document in establishing eligibility for the E2 visa.

What is the E2 visa business plan?

The E2 visa business plan is a document produced specifically to support your application for an E2 Treaty Investor visa for the USA. The E2 visa carries many requirements in relation to the E2 visa applicant and the E2 company, and the business plan should be used to evidence compliance with the visa criteria.

4- 6 weeks after submitting your application and business plan to the US Embassy, you should expect to be invited to attend an interview. During the E2 visa interview , you will be questioned on the information you have provided about yourself and the business. The business plan will be scrutinized to ascertain the degree of economic benefit your business would bring to the US market. You’ll need to be comfortable being challenged on the content of the business plan, and explaining how you will get the business to an operational stage for the point you would arrive in the US.

What should the E2 visa business plan include?

Put simply, the business plan should set out your company goals and projections, it should detail how your E-2 investment is going to be utilized and it should demonstrate that the level of investment is sufficient to make the business operational and to allow you to meet your growth projections. You will also need to outline the projected economic benefits the company will contribute in the US.

The contents of the business plan will largely depend on the nature of your business, the level of investment being made and the strategies you intend to adopt to make the business viable. Taking professional advice will help to ensure you are providing the adjudicator with the relevant information.

While there isn’t a single winning formula or a prescribed format for the E-2 business case, we know from our years of experience in managing E2 visa applications the key information that can help the visa adjudicator understand how your plans and projections meet the visa requirements. A successful E2 visa business plan would typically cover information about:

• The company – whether it is an established or new business, what its activities will be, its projected economic benefits and the strategies to develop the business
• The investment – proving it is both ‘substantial’ and with legitimate source of funds
• The applicant – evidencing your suitability to direct and develop the business

1. About the E2 company

The plan will need to state whether the E2 company is an established enterprise or a new venture. In either case, you will need prove it is bona fide and legitimate. The business must be an active, profit-making, entrepreneurial undertaking, such as producing goods or delivering services. For example, buying land or property in the US may not in itself qualify for the E2 visa if being used for passive income; there would typically need to be some property management activity requiring you to manage operations on a day-to-day basis,

Importantly, you will also need to provide indication of the number of jobs you intend to create within your company for US resident workers, and any other relevant economic benefits you would bring to the US market.

Consider including the following sections within the business plan:

Financial strategy

The plan should provide financial projections and elaborate on how the business will achieve sufficient success and profitability to support you (the investor), your dependents and employees, and create new jobs within the duration of the E-2 visa (maximum 5 years).

It’s important to be realistic. If your application is successful, look ahead to the renewal stage (up to 5 years). When you apply to renew, you will be required to present documentation and figures that show business performance for the duration of the visa, with the expectation that you will have achieved these projections.

In the business plan, you will also need to show you have control and possession of your investment funds. This requires documentary evidence of the source of funds, with a clear paper trail, for example, sale of property or assets, savings, employment income.

With no threshold or arbitrary minimum amount, the size of your investment must be considered ‘substantial’ in proportion to the total cost of the business project. We explain in more detail here about the E-2 investment amount, but put simply – it is a relative test with no defined minimum threshold. It will be for you to make your case and explain why your investment amount qualifies as ‘substantial’ relative to your enterprise and its specific needs.

There must also be an at-risk element to the investment, which again you will need to detail within the plan of investments to date in the business (lease, set up costs etc) and to prove that the business will be operational from day 1 of you arriving in the US.

Operational strategy

The Embassy will want to understand how your business will actually function in the US.

There are a multitude of corporate structures permissible for securing the E-2 visa. You will need to decide which you will operate under.

The management specifics of the business will also require detail. The E-2 visa holder is authorized on the basis of directing and developing the business – what does this mean in practical terms given your corporate structure and personnel strategy?

You will also be required to evidence that at least 50 percent of the business is owned by you, being a citizen of a treaty country .

Personnel strategy

The management structure should allow you as the E-2 visa holder to develop and direct the company, with other individuals performing the skilled or unskilled labor demands of the business.

You must be able to demonstrate that you will create jobs within your company for resident workers. How many US jobs will result from your enterprise, what roles will they be and when do you expect they will be created?

Interestingly, the E-2 visa also allows the business to petition for other foreign employees with the same nationality as the treaty employer. By leveraging this advantage the enterprise could petition for executives, supervisors, or other essential employees with special qualifications.

Marketing strategy

How will you approach marketing within the US? Document your plans including budget and personnel requirements for marketing activity.

Do you have contacts to tap into, or meetings lined up? Perhaps you already have contracts in place, or signed letters of intent? Clearly, the more solid these lines of activity, the better for your case.

2. About the E2 investment

You have to be clear on the level of investment made in the E2 company and why this level is appropriate and compliant with the visa conditions of being “substantial” and “not marginal”.

The investment sum must be shown to be reserved and available for use by the E2 company, and the source of funds will also need to be given to prove it has been lawfully obtained.

3. About the E2 applicant

You will need to show that your role within the business is to direct and develop, whether as an established or existing enterprise, and that you own at least 50% of the company. The investment sum must be in your possession and have been legitimately obtained. You must also be able to show that the investment carries financial risk personally for you.

You will need to prove your intention to live in the US while you carry out these activities and to leave the US when your visa expires (although you may apply to extend the visa).

A further requirement is that the nature of the business is, in some logical sense, related, connected or relevant to the professional experience, skills or qualifications of the E-2 applicant, ie that you have the ability to successfully direct the company.

The Embassy will be seeking assurance of your credibility and capability, as well as the viability of the enterprise, and are likely to question at interview where there is a perceived lack of synergy between your capabilities and the company’s line of work.

Need assistance with your E-2 visa business plan?

The business plan is a challenging part of the E-2 visa application process, but critical to get right. Remember, planning for growth will be central to your E2 visa business plan. Typically, the Embassy is looking for steady enterprises achieving growth, and you need to be able to demonstrate how your business meet this. There’s also the risk of including too much information – aim for thorough but succinct!

You will also need to ensure you follow any instructions from the E visa unit that is processing your application, as many have specific formatting requirements for business plans. We can advise on such requirements.

NNU Immigration are US attorneys with specialist expertise in the E-2 visa , helping entrepreneurs, business owners and investors realise their ambitions for growth in the US.

If you have a question about an E-2 visa application, including the E-2 visa business plan, contact NNU Immigration and speak with one of our attorneys.

E2 visa business plan FAQs

How much investment is needed for e2 business visa.

There is no set threshold or investment amount for the E2 business visa, however, the requirements are that the investment is “substantial”, which will be assesed taking into account the nature of the business activity, its industry and other factors deemed relevant.

What is an E2 compliant business plan?

The E2 business plan should show how your E-2 investment is going to be utilized, with insight into areas such as the business’ financial, personnel and marketing strategies.

Can I work for another company on an E2 visa?

E2 visa holders are only permitted to work for the E2 company.

What are the disadvantages of E2 visa?

The main disadvantage of the E2 visa is that it does not lead to a Green Card or permanent settlement in the US, although there are no restrictions on the number of times the visa can be extended, provided the visa holder remains eligible.

This article does not constitute direct legal advice and is for informational purposes only.

Nita Upadhye

Founder & Principal Attorney Nita Nicole Upadhye is a recognized leader in the field of US business immigration law ( AILA ) and trusted adviser to large corporates through to SMEs, providing strategic immigration and global mobility advice to support employers with both US and UK operations to meet their workforce needs through corporate immigration.

Nita successfully acts for corporations and professionals, entrepreneurs, artists, actors, and athletes from across the globe, providing expert guidance on all aspects of US visa and nationality applications, and talent mobility to the USA.

Nita is an active public speaker, thought leader , immigration commentator, and immigration policy contributor and regularly hosts training sessions for employers and HR professionals

• Nita Upadhye https://www.nnuimmigration.com/author/nita/ H1B Visa Cost & Fees 2024
• Nita Upadhye https://www.nnuimmigration.com/author/nita/ Obtaining a Work Visa USA in 2024
• Nita Upadhye https://www.nnuimmigration.com/author/nita/ E2 Visa: An Ultimate Guide
• Nita Upadhye https://www.nnuimmigration.com/author/nita/ The I-129S Form: A Complete Guide

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For specialist advice on your query, get in touch with our team of us immigration attorneys.​, recent articles, h1b visa cost & fees 2024, obtaining a work visa usa in 2024, e2 visa: an ultimate guide, see all blog posts, for specialist advice on your query, get in touch with our team of us immigration attorneys., the i-129s form: a complete guide, share on social, need assistance.

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The E2 Investor Visa allows investors to work inside of the United States based on a $50,000 to $250,000 investment. As part of the visa application, investors need to present a credible business plan for their new venture. Our business plans are custom written to address these requirements.

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What Is E2 Visa?

The E2 visa program offers business visionaries in countries that already partner with the U.S. through treaties to expand and find success in the vast marketplace the American public provides.

Obtaining an E2 Treaty Investor requires carefully presenting the facts about you and your business to U.S. immigration authorities in a clearly written, easy-to-follow E2 Visa business plan .

Your plan should provide solid financial projections and clearly emphasize your qualifications. This may sound daunting, but Wise has helped people from around the globe craft E2 business plan that showcases their strengths.

E2 Visa Eligibility

You may be eligible for an E-2 visa if you invest a substantial amount of money in a new or existing U.S. business. You must be from a country that has a treaty of commerce and navigation with the United States or a country designated by Congress as eligible for participation in the E-2 nonimmigrant visa program. For a list of treaty countries , visit the Department of State website.

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What Our E2 Visa Business Plan Includes:

Executive summary, marketing strategy, competitive advantages, management & personnel, investment analysis, product & service description, company overview, use of funds, swot analysis, barriers to entry, branding & marketing, pro-forma financials.

Bottom Line

Wise Business Plans’ custom-crafted E2 business plan is tailor-made to comply with all requirements of the E2 visa USA program . In addition, the plan can be used to showcase the unique strengths of the company as E2 entrepreneurs seek to acquire funding from investors, look to raise capital through venture capitalists, or work with private investors.

A Wise E 2 business plan can help smooth your way through the visa process, so you can concentrate on building a business that will last, and that will benefit the economy for decades to come.

At Wise Business Plans , our business plan specialists not only understand the E2 Visa requirements for qualifying for your E-series visa but also know the essential ingredients necessary for crafting a personalized business planning template for success in the U.S. Our custom-created E-2 business plans can help you find success sooner and with less stress as you adapt to your new home.

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You’ll receive a document written in Microsoft Word, financials custom-built in Microsoft Excel, and a finished plan laid out in professional graphic programs by skilled designers.

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If you’re planning on coming to the US to either purchase or create a new business venture, the E-2 Visa, commonly known as an investor visa, is for you.

At Joorney, we understand the importance of a professionally written immigration business plan for the E-2 visa. Our business plans take into account all the specific USCIS requirements, including marginality, substantial investment, source of funds, business type, and many more.

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E-2 VISA Business Plans

An e-2 business plan.

Many of the most innovative companies in the United States were started by immigrants. In fact, one of the pillars on which the US economy stands is held strong by investors from outside. That is the reason why the US government has created special visas just for immigrant investors. Immigration by investment has also become one of the most popular means of settling in the country. However, to qualify for this kind of visa, applicants must meet strict documentation requirements, as defined by the US Citizenship and Immigration Services. The business plan needs to provide all the information that an immigration officer needs to make a decision as to whether the foreign investor should be granted immigration or not.

THE REQUIREMENTS

For e-2 business plan.

A foreign investor has to invest in a new or existing business in the United States.

An investment is defined as placing capital in the form of money or assets into a new or existing venture for profitable outcomes.

The money invested must be in the possession of the entrepreneur and some of it must be irrevocably committed to the enterprise.

The money must be in the investor’s funds.

The money must be legitimately obtained.

The business must be a real one; that is, the entrepreneurial undertaking will produce goods or services for earning profits.

OTHER REQUIREMENTS

Uscis requirements.

Writing an E-2 business plan is not that simple, since this document is written to impress USCIS. It contains some additional sections that directly address the requirements of USCIS which are as follows:

Executive and Business Summary

The first two pages can be an executive summary of the business. These introductory pages of the plan can grab the attention of the immigration officer. The summary should briefly portray a nice, well-rounded picture of the enterprise.

E-2 Visa Fulfillment and Value Proposition

This section of the plan describes how the mentioned requirements of the USCIS are met. Also, it describes how the business venture can be profitable to the U.S. economy.

Market and Industry Analysis

This section explains a complete analysis of the market and the competitors. It demonstrates the market segment the business is targeting and the demographics of that segment. The industry analysis demonstrates an in-depth analysis and research on the industry.

Financial and Sustainability strategies

In this section, the financial condition of the entrepreneur is projected. The USCIS prefers to approve those business plans that present an enterprise with planned growth strategies.

Value proposition

It describes how the business venture can be profitable to the U.S. economy.

Ownership structure and management

This section describes the involvement of the investor in the business and the roles and qualifications of the management team hired.

Operating plan and Marketing strategies

This section will provide a wealth of information regarding the operating strategies of the business. Also, the plan will include the marketing strategies of a company.

OUR SAMPLES

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Business plan

Certain documents are required to write a proper E-2 business plan. These documents endorse the information in the business plan:

Real estate purchase or sales contract if purchasing some commercial space.

Franchise agreement.

Lease agreement if renting some commercial space.

Purchase or sales contract if buying some other business.

Resume of the immigrant investor.

Resume of any executive or manager already hired.

Articles of incorporation if the business is a corporation.

Articles of organization if the company is a limited liability company.

Explanation of the capital invested.

Choosing The Plan Writers

The Plan Writers team comprises professionals who have years of experience in preparing business plans. We help our clients by paving their way to success. Our business plans incorporate the expert advice of immigration lawyers across the United States. Our business plans are customized, not only according to your business needs but also in line with the immigration requirements. We will guide you with our professional expertise so that you can attain your objective of working and living in the United States.

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Products and Services : Reviews what you sell and what you’re offering your customers.

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Strategy and Implementation : Provides the details of how you plan on building the business.

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Free PDF Business Plan Templates and Samples

By Joe Weller | September 9, 2020

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We’ve gathered the most useful collection of business plan PDF templates and samples, including options for organizations of any size and type.

On this page, you’ll find free PDF templates for a simple business plan , small business plan , startup business plan , and more.

Simple Business Plan PDF Templates

These simple business plan PDF templates are ready to use and customizable to fit the needs of any organization.

Simple Business Plan Template PDF

This template contains a traditional business plan layout to help you map out each aspect, from a company overview to sales projections and a marketing strategy. This template includes a table of contents, as well as space for financing details that startups looking for funding may need to provide. 

Download Simple Business Plan Template - PDF

Lean Business Plan Template PDF

This scannable business plan template allows you to easily identify the most important elements of your plan. Use this template to outline key details pertaining to your business and industry, product or service offerings, target customer segments (and channels to reach them), and to identify sources of revenue. There is also space to include key performance metrics and a timeline of activities. 

Download Lean Business Plan Template - PDF

Simple 30-60-90 Day Business Plan Template PDF

This template is designed to help you develop and implement a 90-day business plan by breaking it down into manageable chunks of time. Use the space provided to detail your main goals and deliverables for each timeframe, and then add the steps necessary to achieve your objectives. Assign task ownership and enter deadlines to ensure your plan stays on track every step of the way.

Download Simple 30-60-90 Day Business Plan Template

PDF | Smartsheet

One-Page Business Plan PDF Templates

The following single page business plan templates are designed to help you download your key ideas on paper, and can be used to create a pitch document to gain buy-in from partners, investors, and stakeholders.

One-Page Business Plan Template PDF

Use this one-page template to summarize each aspect of your business concept in a clear and concise manner. Define the who, what, why, and how of your idea, and use the space at the bottom to create a SWOT analysis (strengths, weaknesses, opportunities, and threats) for your business. 

Download One-Page Business Plan Template

If you’re looking for a specific type of analysis, check out our collection of SWOT templates .

One-Page Lean Business Plan PDF

This one-page business plan template employs the Lean management concept, and encourages you to focus on the key assumptions of your business idea. A Lean plan is not stagnant, so update it as goals and objectives change — the visual timeline at the bottom is ideal for detailing milestones. 

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One-Page 30-60-90 Day Business Plan Template

Use this business plan template to identify main goals and outline the necessary activities to achieve those goals in 30, 60, and 90-day increments. Easily customize this template to fit your needs while you track the status of each task and goal to keep your business plan on target. 

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Small Business Plan PDF Templates

These business plan templates are useful for small businesses that want to map out a way to meet organizational objectives, including how to structure, operate, and expand their business.

Simple Small Business Plan Template PDF

A small business can use this template to outline each critical component of a business plan. There is space to provide details about product or service offerings, target audience, customer reach strategy, competitive advantage, and more. Plus, there is space at the bottom of the document to include a SWOT analysis. Once complete, you can use the template as a basis to build out a more elaborate plan. 

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Fill-In-the-Blank Small Business Plan Template PDF

This fill-in-the-blank template walks you through each section of a business plan. Build upon the fill-in-the-blank content provided in each section to add information about your company, business idea, market analysis, implementation plan, timeline of milestones, and much more.

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One-Page Small Business Plan Template PDF

Use this one-page template to create a scannable business plan that highlights the most essential parts of your organization’s strategy. Provide your business overview and management team details at the top, and then outline the target market, market size, competitive offerings, key objectives and success metrics, financial plan, and more.

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Startup Business Plan PDF Templates

Startups can use these business plan templates to check the feasibility of their idea, and articulate their vision to potential investors.

Startup Business Plan Template

Use this business plan template to organize and prepare each essential component of your startup plan. Outline key details relevant to your concept and organization, including your mission and vision statement, product or services offered, pricing structure, marketing strategy, financial plan, and more.

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Sample 30-60-90 Day Business Plan for Startup

Startups can use this sample 30-60-90 day plan to establish main goals and deliverables spanning a 90-day period. Customize the sample goals, deliverables, and activities provided on this template according to the needs of your business. Then, assign task owners and set due dates to help ensure your 90-day plan stays on track.

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Nonprofit Business Plan PDF Templates

Use these business plan PDF templates to outline your organization’s mission, your plan to make a positive impact in your community, and the steps you will take to achieve your nonprofit’s goals.

Nonprofit Business Plan Template PDF

Use this customizable PDF template to develop a plan that details your organization’s purpose, objectives, and strategy. This template features a table of contents, with room to include your nonprofit’s mission and vision, key team and board members, program offerings, a market and industry analysis, promotional plan, financial plan, and more. This template also contains a visual timeline to display historic and future milestones.

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One-Page Business Plan for Nonprofit Organization PDF 

This one-page plan serves as a good starting point for established and startup nonprofit organizations to jot down their fundamental goals and objectives. This template contains all the essential aspects of a business plan in a concise and scannable format, including the organizational overview, purpose, promotional plan, key objectives and success metrics, fundraising goals, and more.

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Fill-In-the-Blank Business Plan PDF Templates

Use these fill-in-the-blank templates as a foundation for creating a comprehensive roadmap that aligns your business strategy with your marketing, sales, and financial goals.

Simple Fill-In-the-Blank Business Plan PDF

The fill-in-the-blank template contains all the vital parts of a business plan, with sample content that you can customize to fit your needs. There is room to include an executive summary, business description, market analysis, marketing plan, operations plan, financial statements, and more. 

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Lean Fill-In-the-Blank Business Plan PDF

This business plan is designed with a Lean approach that encourages you to clarify and communicate your business idea in a clear and concise manner. This single page fill-in-the-blank template includes space to provide details about your management team, the problem you're solving, the solution, target customers, cost structure, and revenue streams. Use the timeline at the bottom to produce a visual illustration of key milestones. 

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For additional resources, take a look at " Free Fill-In-the-Blank Business Plan Templates ."

Sample Business Plan PDF Templates

These sample business plan PDF templates can help you to develop an organized, thorough, and professional business plan.

Business Plan Sample 

This business plan example demonstrates a plan for a fictional food truck company. The sample includes all of the elements in a traditional business plan, which makes it a useful starting point for developing a plan specific to your business needs.

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Sample Business Plan Outline Template

Use this sample outline as a starting point for your business plan. Shorten or expand the outline depending on your organization’s needs, and use it to develop a table of contents for your finalized plan.

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Sample Business Financial Plan Template

Use this sample template to develop the financial portion of your business plan. The template provides space to include a financial overview, key assumptions, financial indicators, and business ratios. Complete the break-even analysis and add your financial statements to help prove the viability of your organization’s business plan.

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PDF  | Smartsheet

For more free, downloadable templates for all aspects of your business, check out “ Free Business Templates for Organizations of All Sizes .”

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How to Make an Ecommerce Business Plan for Your Startup

Darren DeMatas

February 28, 2024

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In addition to receiving commissions generated through affiliate marketing, we are able to fund our independent research and reviews at no extra cost to our readers. Learn more.

So you’ve decided that you want to quit your day job and start your very own ecommerce empire. That’s great!

But before you become the next Jeff Bezos  (and definitely before you quit your job!), it’s worth spending some time thinking about a business plan. In this article, we’ll dive into the key elements of an ecommerce business plan, which is very different than writing traditional business plans.

Why You Should Create a Business Plan

We know that starting an ecommerce business is exciting, and it can be tempting to jump right in without constructing a business plan. READ: PLEASE DON’T DO THIS.

If you haven’t put your ideas, questions and concerns on paper, then you haven’t given your business model enough thought .

Taking the time to write a business plan might seem like a lot of work, but it can save you a lot of time and money in the long run by better preparing you for potential challenges and opportunities that you’ll face as a first-time entrepreneur. Think of it as a roadmap for your new business venture.

It’s exciting to start your own ecommerce business. However, you want to be well prepared and not jump into anything without having a solid, foolproof ecommerce business plan in place.

After all, you wouldn’t jump out of a plane without a parachute, so why start a business without a safety device in place? That safety device is your business plan.

The business plan is the brainstorming process that ensures your concept and goals are realistic.

This is more than just mental notes. True business plans take your ideas , questions, and concerns and put those in writing.

As you start creating your business plan, you’ll soon understand that it’s more than a single piece of paper with handwritten details on it. It’s a clearly constructed format of how your business will be created, how it will operate, and what you hope the future holds in terms of a successful ecommerce business.

When you write your business plan, be sure to have a target audience in mind. Are you going to look for investors or put a Kickstarter campaign into motion and use this as your descriptive platform? If so, make sure that your business plan contains everything the audience would want to know about your business (and more!). Many traditional funding solutions require a business plan in order to give you capital. However, there are alternative solutions, such as  Payability  that specialize in ecommerce and don’t require credit checks, a business plan, or any complicated paperwork. They can also get you approved in as little as 24 hours.

When your business plan is completed, you should have achieved the following goals:

• Knowledge:  A greater sense of knowledge of the business aspects.
• Resources:  The resources you’re going to need to make your business successful, such as partners, money, employees, etc.
• Road Map: Have clear set goals to take you from the very beginning of your business and onward.
• Viability: In other words, is your business possible? Will you have enough profit margins to keep the doors open long-term?

Now that you know why you should create a business plan, it’s time to move on to how you can create your business plan and get started putting your ecommerce business into motion.

How to Start an Ecommerce Business Plan

At the very beginning of the planning stages, it’s a good idea to develop a framework for your business model. This business model will continue to evolve as you create each section of your ecommerce business plan, so don’t strive for a perfect completed plan on the first try. You will be making tweaks to the plan of certain steps along the way.

There are many ways to sell products online and different business models  to pursue. Research and learn from successful ecommerce business examples in the market. The exact business model you follow will be one that makes the most sense with your resources, skills, and interests.

In order to create the best online business plan with your product in mind, you need to figure out the following things:

What are you selling?

The first step to creating an online business is to learn the absolute basics of what you can sell.

• Physical products: Clothing , shoes, home goods
• Digital products: Software as a Service products, ecourses, ebooks
• Services: Consulting services, home cleaning

Who are you selling to?

• Business-to-Business (B2B): You are selling to organizations, corporations, and non-profits rather than individual customers
• Business to Consumer (B2C): This means you are selling to individual consumers rather than businesses
• Marketplace: You are acting as a middleman by bringing businesses and (B2B or B2C) customers to one website.

How are you sourcing your product?

• Manufacture in-house: You make your product or service in-house
• Third-party manufacturer: You outsource the manufacturing of your product or service to a third-party manufacturer
• Dropship: You partner with a dropship manufacturer. Basically, this means that they make your product, package it and ship it directly to your customer while your company handles the entire customer relationship.
• Wholesale : You buy goods or services from other companies in bulk and re-sell those products on your online store

Additional References

• Entrepreneurship: Business & Marketing Plans
• Small Business and Entrepreneurship
• Entrepreneurship Resources
• Business Plan Resources

Executive Summary

The executive summary will be written according to your goals, and it’s recommended that this is done at the very end of your business plan completion. This will ensure that you include all of the important factors about your business and present your ideas in a concise and complete way.

Some of the features you’ll include in the executive summary include information showing that you’ve done your research, you have concrete sales forecasts, and the main details about your brand.

Business Model

When you’re figuring out your business model, you have to consider four different areas:

• Monetization strategy
• Product/industry
• Target market
• Sales channel

Monetization Strategy

The monetization strategy delves into the methods you are going to use to sell your products.

This strategy will look at different product monetization methods, including white label, private label , affiliate marketing, wholesale, dropshipping, and even selling ads.

Product/Industry

The product industry section is where you summarize your main niche.

For example, “Vegan Skincare Products.”

Target Market

In the target market section, you will write a sentence or so on who your target market, or ideal customer, is in the community.

If you’re selling vegan skincare products, your target customers might be women who embrace the vegan lifestyle and use natural skincare products in their daily beauty regimen.

Sales Channel

The sales channel refers to where you’re going to sell your products.

For example, you might be selling your products on your own website, and this should be entered in this section.

Business Overview

This next section covers your company overview.

This section of your business plan will cover various features of your company, including the following:

• Company type
• Domain name
• Value proposition
• Brand traits

The brand name section lists your business name or brand name.

This is an extremely important aspect of your business plan as it’s what will set the tone for everything that follows.

Pick a brand name that’s simple yet unique and is something that can be used in a wordplay manner, if desired, but not pun-worthy.

Company Type

The company is how your business operates. For example, you might label your business as an LLC , S-corporation, sole proprietor, or some other type of business organization.

The best way to determine how you should categorize your company is to speak to your accountant. There are various tax and legal aspects to forming your business in a certain way.

Speak with the professionals in the company and corporation formation field to determine how to label your company and which company type best benefits your business in a variety of ways.

Domain Name

This section is where you list your domain name.

Choose a domain name that is memorable and embraces the overall traits and features of your business.

And, when choosing a domain name, be sure to think of SEO aspects when doing so. You’ll find out just how much all of these things tie together and ensure a frequently-visited website is the end result.

Keep in mind that with ecommerce, the domain name is just as important as the brand name. Maybe even more so!

Value Proposition

A value proposition is a short, crisp statement that will gauge how clear your idea is. Write this section as if you had one minute to explain your business to a potential investor or customer and then practice it over and over again.

The value proposition can be used on your ecommerce store as your company description.

Here’s a good example: Say you’re looking to start a hiking company called Atlas Hiking Co. which sells premium performance hiking shirts. A possible company description could be the following:

Atlas Hiking Co. is a lifestyle hiking company that produces high-performance hiking shirts for outdoor lovers. Our proprietary SPF40 fabric is one of the lightest fabrics on the market, providing mountain lovers with maximum comfort, both from a breathability and sun-protection standpoint. Our product is made in the U.S.A. and a portion of our profits are donated to preserve national parks around the country.

Pay special attention to all the sensory words !

The mission statement in your business plan is the “why” of it all.

For example, why you started the business, why you are selling the products you are selling, etc., can all be added to this section of your business plan.

You can make this portion as simple or detailed as you like. Just make sure to properly and clearly explain your business mission.

The vision part of the business plan is your “how” in the grand scheme of things. It is the dream you have for your company and the path you’re going to take to realize that dream.

When you write the vision portion of the business plan, think long-term. What are you hoping to achieve, not just in the near future but for the long haul of the life of your business?

Look into the future and plan out where you see your business in 5, 10, even 20 years from now.

This will help you construct the rest of your business plan if you know where you want your business to head, now and in the future.

Brand Traits

The brand traits section is a short section in your company overview.

Basically, in the brand traits section you’re going to want to list three to five words that describe your brand.

Think of your brand personality and describe it using a few separate powerful words.

The personnel section lists all individuals, including yourself, who will be involved in the daily operations of your business. You can create a separate section for a full operations plan or add that later.

Some business owners choose to handle all duties on their own or with a partner, while others will hire individuals to fill the following roles:

• CEO (usually the business owner)
• Management team
• Customer service/logistics
• PR/Social media specialist
• SEO manager
• Advertising manager

Competitive Market Analysis

Here’s a fact you can bank on: there has never been a successful e-commerce entrepreneur that didn’t understand his/her target market cold.

That’s why this section is one of the most important in the entire business plan. It will force you to understand the industry in which you operate, the overall industry analysis and outlook, the existing competition, and your target customer demographic.

Market Segment

The market segment portion of the business plan will help you to put your ideas down on paper, make them more focused, and get your team together.

This area will include your niche selection, target market, and competitive analysis.

Niche Selection

The niche section  provides an overview of your niche, why you selected it, whether there’s a micro niche included, and the type of niche you’ve chosen.

The purpose of this section is to crystalize the ideas that you have and make sure they are understandable and viable.

The target market section covers an overview of your target market plus describes your market segments.

Ask yourself who your  target customer  is (population size, age, geography, education, ethnicity, income level) and consider whether consumers are comfortable with buying your product category online.

When listing the target market information, make sure to mention your target audience size as this is important for ensuring that your audience will be adequately covered.

Competitive Analysis

With the competitive analysis portion of your market analysis, you want to list your market leader and direct and indirect competitors.

After you mention who these entities are, you need to list the characteristics of each one, such as domain name, business model, monthly traffic, and pricing range.

However, before you even get started in writing this section, you need to spend several hours researching your target market.

Here are some of the most efficient ways to research a particular market:

Industry reports

Google is your best friend. Look for any recent industry reports on your market of choice. This will give you a good sense of how much growth the industry is experiencing, why this growth is happening, and what are the largest customer segments. In our example of Atlas Hiking Co., we should research the outdoor apparel market.

Let’s say that through our research of the outdoor apparel industry, we discovered that there was a huge boom in youth hiking apparel. Perhaps parents were increasingly concerned about their kids’ exposure to UV rays while hiking, so they began to spend more money on their kids. We could use this valuable information to guide our business strategy.

There’s only so much you can read online. Go to a nearby store that sells similar products to yours and interview the store representative. The store rep has interacted with hundreds of interested customers, which can lead to thousands of valuable insights! It’s amazing how these insights can translate into a meaningful business opportunity.

Here’s an example:

If I were going into Billy’s Outdoor Store to research the outdoor apparel market, I would probably ask Billy the following:

• What are your best-selling products?
• What are your worst-selling products?
• Find products similar to yours and ask the representative his/her favorite features on products similar to yours.
• How much are customers generally willing to spend on these types of products?
• Do customers make repeat orders of any of these products?
• Do you get a lot of customers that are looking to buy last-minute hiking gear before they go on a hike?

Competition

Create an Excel spreadsheet of all of your competitors. In your spreadsheet, you should have the following columns:

• Competitor Name
• Price point
• Product Description
• Key Features (e.g., fabric, waterproof, slim fit, etc.)

What is the competition missing? Is there a gap in the offering? Where you can add some additional value?

After conducting the competitor analysis, Atlas Hiking Co. might find that the competition’s hiking shirts offer very few features at a low price point, but no one offers a luxury hiking shirt with additional features at a higher price point.

This is just an example of the types of insights one can gain from market research which can drastically alter your business model.

Keyword Research

By using Google’s keyword planner  and trends pages, you can get a good sense of how in demand your product is and whether it’s trending upward or downward. Google is great for a general idea, just don’t bank on it.

Some other keyword tools you can use for keyword research include Ahrefs, JungleScout, and Viral Launch. Check out this list  for more ideas.

Trade shows

Are there nearby trade shows that you can go to? Again, creating connections with other people in your industry is a surefire shortcut to countless hours of reading on the internet. Trade shows are also a great opportunity to talk to competitors, meet manufacturers, and better understand where things are heading in your industry.

Once you finish researching the relevant industry, you should summarize your findings by answering the following questions:

General Industry

• How big is the overall industry?
• How big is the specific sub-industry in which you intend to operate?
• Where has most of the historic growth in the market come from?
• Why is this the right time to enter this market?
• What are the sub-segments that are poised for future growth (e.g., youth apparel)?
• How crowded is the product category with competition?
• How is your competition distributing its product (online, retail, wholesale, etc.)?
• What’s missing from the competition’s product offering?

Products and Offers

So we know we want to sell hiking shirts, but how do you research specific products?

But for some of us, we’re not quite sure what we should sell. To succeed in online retail, you need a product that is trending upwards in a growing niche.

Different types of products

Some of the different types of products include the following:

• Convenience products: Frequent purchase products, little effort on buying
• Shopping products: Less frequently purchased in between purchases, little more effort and planning, shop around
• Specialty products: Strong brand preference and loyalty, will buy no matter what the price

The various types of niches include the following:

• Hobby niches
• Lifestyle niches
• Problem niches
• Weird/embarrassing niches

Existing products

Come up with detailed specifications for each product or service you intend to sell. If it’s a hiking shirt we’re selling, we would want to have:

• Detailed sketches of the shirt
• Fabric weight, materials, type
• Key features (e.g., pre-shrunk, water-proof, SPF 40)

Future product pipeline

What are other products that you have in the pipeline? Perhaps once you’ve successfully sold hiking shirts, you’re able to leverage your manufacturing relationships to provide hiking socks and shorts. Include that information in this section.

The products and services section will cover the various selling categories of items.

These product offerings will include the following:

• Core product

Each product group will have its own purpose in your sales catalog. For example, tripwire is the product that brings customers to your ecommerce store or online marketplaces  while the core product is your main seller.

Knowing what products you’ll include within each section allows you to have a firm grasp on what your main product will be and how the other types of products will work alongside your main product.

This section will also cover the search volume and Amazon pricing range.

You’ll need to calculate your true costs. You have to make sure you don’t overestimate your margins.

To tabulate your total true costs, you need to write down the costs in the following areas:

• Target price
• Supplier cost of the product
• Total cost per unit
• Net profit per unit
• Profit margin per unit

Once you complete the pricing portion, you’ll have everything on one sheet and readily accessible whenever you need it.

Marketing Plan and Operations

So, now you’ve concluded that you have a great business idea, and it’s in a growing market. That’s fantastic – but how are you going to drive traffic to your ecommerce website and get customers to buy it ? And how much can you afford to spend on your product?

Marketing  is everything. It’s important that your marketing efforts match your business model.

If you have a website and no marketing, your site won’t have any visitors. With no visitors, you will make no sales. Then how do you grow and sell your ecommerce business (if that’s your long-term goal)? Even with the best possible products, nobody will buy them if they aren’t directed to them in some way.

In order to come up with a marketing strategy, you need to first know your customer inside out. You should be able to answer such questions as:

• How old is your customer?
• Where does your customer live?
• What is the population of your customer base?
• What is their education level?
• What is their income level?
• What are your customer’s pain points?

With so many channels to reach your customer, which one is best for you?

Once we know pretty much everything there is to know about our target customer, we can shift focus to our marketing strategy. You want to choose marketing strategies that equal positive conversion rates. What channels should you use to grab the attention of your customer demographic? Some of the key marketing channels include:

Paid Marketing

• Pay-per-click – this online marketing typically involves using Google Shopping campaigns  and managing a product data feed.
• Affiliate sales networks – Allowing other blogs and websites to sell your product for a cut of the revenue. List the different affiliate sale networks that you plan to promote through.
• Facebook ads ⎯ Ads posted on Facebook to draw in buyers through social media means.
• Influencer marketing ⎯ Hiring industry influencers to get the word out about your product through their social media platforms and contacts.

Organic Marketing

• Social media (Facebook, Instagram , Pinterest, etc.): What is your strategy for social media, and where will you dedicate your attention?
• Search Engine Optimization : Create and promote awesome content so people find your product organically through search.
• Content marketing: Figure out how you’ll use content marketing in your business. Consider various article topics that will persuade your target audience to buy your products.
• Blogger networks: could be organic or paid through affiliate sale programs.
• Key bloggers: Develop a list of the key bloggers in your product category. For Atlas Hiking Co., this might be an influencer that blogs about the best hiking trails in America.

Finding the optimal mix of these advertising tools depends 100% on your customer segment as well as your product type. For example, a SaaS product targeting millennials will require an entirely different marketing strategy than an e-commerce physical product targeting baby boomers. Perhaps that should be a post on its own for another day!

How much should you spend to acquire a customer?

In order to understand this, we need first to discuss a concept known as customer lifetime value or LTV. In essence, this is a formula that helps you better understand how much an average customer will spend over time.

Here’s  a good read on how to calculate LTV.

It’s important to remember that for new businesses, you don’t have a lot of data on customer purchase habits so it’s a good idea to be more conservative with your assumptions in calculating LTV.

Let’s say, for Atlas Hiking Co., I determine that the average LTV per customer is $300. This means that over time, the average customer will spend $300. Let’s say, on average, if I receive $300 in revenue, $100 of that will translate to gross profit before I factor in my marketing costs (basically, I’m just subtracting the cost of making the shirts).

Knowing that my gross profit is $100 per shirt is a critical piece of information because it tells me that I can spend up to $100 in marketing to acquire a customer and still be profitable!

Some of the marketing options include social media marketing and content marketing.

Think about your business model and then line up your marketing budget. Your marketing budget may include the following items:

• Sales/branded content
• SEO/blog content
• Facebook/Instagram ads
• Influencer marketing
• Marketing tools
• Niche advertising

Choosing The Right Technology

With so much technology and SaaS products out there, it’s important to understand the various moving parts and diagram how they all integrate with one another.

Some of the different elements include:

• Shopping Cart Platforms  – e.g., Shopify , BigCommerce , WooCommerce , or any open-source platform
• Hosting – Nexcess , BigScoots , Kinsta , WPX
• Payment Processo r – e.g., Stripe, Paypal
• Fulfillment Center – e.g., Amazon, ShipBob
• Apps – e.g., Zipify, BuildWooFunnels, Gelato
• Accounting & Taxes  – e.g., Quicken, Xero
• Marketing Automation – e.g., Klaviyo , Mailchimp
• Marketing Tools – e.g.  Buzzstream, Ahrefs
• Customer Loyalty Programs  – e.g., Antavo, Smile

Come up with a detailed list of the different products and services you need to run your business as well as the monthly and per-transaction cost of each of them. This will be important in understanding the impact of these services on your margins.

Matching your business model to your technology is essential, too. Certain website platforms are better suited for specific sales models.

Email marketing is another type of technology that should be carefully considered and matched up correctly with your business model.

Keep in mind that it takes, on average, 6-7 interactions with a brand before someone makes a purchase, so you need to keep using technology to get them back to your website.

As you explore the technology options and find out ways to draw potential customers in and keep them happy while they’re there, here are some key points to keep in mind:

• What you say about yourself and your products with your website content
• How you respond to questions on live chat and email support
• How to make use of chatbots
• How you connect on social media
• The information you send through email marketing
• What bloggers and influencers say about your brand
• How existing customers review your company
• How you advertise
• How you establish loyalty beyond sales

After you figure out your technology methods, you have to come up with a technology budget.

The business plan must also include the operations side of things. Determine who will be your manufacturer, secondary manufacturer, and shipping and fulfillment  provider.

When looking at supply chain costs and options, ShipBob  is an ecommerce fulfillment provider you can consider.

Financial Plan

When figuring out your financial plan, evaluating and pinpointing your startup costs  is essential.

The focus of the financial plan is how long it will take for you to make your money back. You also need to figure out if you need a business loan .

Traffic and conversion rates will help you determine how long it will be until you start making money back.

You’ll also want to use an income statement to detail financial information.

This section is used for financial projections, such as forecasting sales, expenses, and net income of the business. Ideally, you’ll want to create a monthly Excel balance sheet showing the following:

• Projected revenue:  First, come up with your projected number of units sold and then come up with your projected revenue (Projected Revenue = # of Units Sold * Average Sales Price).
• Fixed expenses:   these are expenses that are fixed no matter how much you sell. Typically, these relate to monthly SaaS subscriptions, employee salaries, or rent.
• Variable expenses  – these expenses change in direct proportion to how much you sell. Common examples include the cost of goods sold and credit card payment processing fees.

This helps business owners better understand what they need to achieve to hit their profit goals. In reality, projections are usually always off the mark, but it’s good to give yourself some measurable goals to strive for.

This section should aim to answer the following questions about your product offering:

• How much product do you need to sell per year to meet your income goals for the business?
• What are the margins on your product? If you sell one hiking shirt for $50, how much do you make after paying your supplier, employees, and marketing costs?
• What is the lifetime value of a customer?
• How much can you spend to acquire customers? If you conservatively project that the average customer will spend $300 over time on your shirts, then you can afford to spend an amount less than $300 to acquire that customer using the paid marketing channels described previously.
• Do you have any big capital expenditures early on that would require you to need to bring in investors?
• Can you improve gross margins by making bigger orders from your suppliers?

There are various acquisition channels that will help your traffic to convert including:

Your revenue plan will contain a 12-month revenue forecast plan to help you map out each month of earnings.

There are different business earning models you can go through to determine how much you can make with your business.

You want to calculate how much traffic costs. This all depends on the methods you use to gain traffic to your site.

As you determine what your profit might be with your ecommerce business  or ecommerce businesses, there are certain math formulas to use:

• The profit equation
• Break-even analysis
• Units needed to achieve the profit target

You should also consider how you will use fintech companies in your ecommerce business.

What are the key elements of an ecommerce business plan?

The main components of an eCommerce business plan include the executive summary, company description, market analysis, organization and management structure, product line or service, marketing and sales strategy, financial projections, and funding request, if applicable.

How do I create a budget for my ecommerce business?

Start by estimating your initial startup costs and ongoing expenses. Consider costs like website development, inventory, marketing, shipping, taxes, and any necessary licenses or permits. It’s also important to factor in a contingency plan for unexpected costs.

How do I find the right product to sell?

Research is fundamental. Look at market trends, customer needs, and competitor products. Use tools like Google Trends or social media platforms to understand what customers are currently interested in. Always consider your passion and knowledge about the product too, as this can drive your business forward.

How can I differentiate my product from competitors?

Differentiation can come from unique product features, superior customer service, better pricing, or a compelling brand story. Understand what your competitors offer and how you can do it differently or better.

Wrapping Up Your Business Plan

Careful planning is crucial to get your e-commerce business from the planning phase to the launch phase and to ensure its successful future.

Going through the exercise of writing a business plan will cement your own understanding of your business and your market. It will also position you to take advantage of lucrative opportunities while mitigating harmful threats to your business down the line.

Your turn! Have you written a business plan for your online store? Do you have anything to add? Tell us about it in the comments below!

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