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How To Write a Winning Cookie Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for cookie businesses who want to improve their strategy and/or raise funding.

A well-crafted business plan not only outlines the vision for your company, but also documents a step-by-step roadmap of how you are going to accomplish it. In order to create an effective business plan, you must first understand the components that are essential to its success.

This article provides an overview of the key elements that every cookie business owner should include in their business plan.

What is a Cookie Business Plan?

A cookie business plan is a formal written document that describes your company’s business strategy and its feasibility. It documents the reasons your cookie business will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.


Why Write a Cookie Business Plan?

A cookie business plan is required for banks and investors. The document is a clear and concise guide of your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use a business plan as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.  Having a well written cookie business plan will allow potential investors to gain confidence in the feasibility of your cookie shop. 

Create a winning business plan quickly & easily with our Ultimate Cookie Business Plan Template. Complete your business plan and financial model in hours.

Cookie Business Plan Template

The following are the key components of a successful cookie business plan:

Executive Summary

The executive summary of a cookie business plan is a one to two page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

  • Start with a one-line description of your cookie company
  • Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.


Company Description

This section should include a brief history of your company, as well as a company analysis. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your cookie business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your cookie firm, mention this.

You will also include information about your chosen cookie business model and how, if applicable, it is different from other companies in your industry.


Industry Analysis

The industry or market analysis is an important component of a cookie business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

  • What part of the cookie industry are you targeting?
  • How big is the market?
  • What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.


Customer Analysis

This section should include a list of your target market with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, customers of a cookie business may include:

  • People who are health conscious and are looking for a nutritious dessert
  • Busy parents who are looking for an easy and convenient snack for their kids
  • Working professionals who are looking for a quick sweet treat to have at their desk

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or cookie services with the right marketing.


Competitive Analysis

The competitive analysis section of the cookie business plan helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry. 

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Create a winning business plan quickly & easily with our Ultimate Cookie Business Plan Template. Complete your business plan and financial model in hours.

Marketing Plan

This part of the cookie business plan is where you determine and document your marketing plan. Your plan should be clearly laid out, including the following 4 Ps.

  1. Product/Service: Detail your product/service offerings here. Document their features and benefits.
  2. Price: Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
  3. Place: Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
  4. Promotion: How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or, you may promote your cookie business via word-of-mouth and referrals.


Operations Plan

This part of your cookie business plan should include the following information:

  • How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
  • What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a cookie business include reaching $X in sales. Other examples include adding new specialty cookies or services, expanding to new markets, reaching a certain number of social media followers, or opening new locations.


Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific cookie industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.


Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

  • Revenue: how much revenue you generate.
  • Cost of Goods Sold: These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
  • Net Income (or loss): Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.
Sample Income Statement for a Startup Cookie Company
Year 1 Year 2 Year 3 Year 4 Year 5
Revenue $100,000 $120,000 $145,600 $164,160 $185,230
Salaries $50,000 $60,000 $70,600 $82,160 $95,230
Rent $10,000 $12,000 $14,000 $16,000 $18,000
Utilities $2,000 $2,400 $2,800 $3,200 $3,600
Marketing $3,000 $4,500 $6,000 $7,500 $9,000
Total Expenses $67,000 $83,900 $101,400 $120,260 $139,860
Net Profit $33,000 $36,100 $44,200 $52,960 $61,680


Balance Sheet

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

  • Assets: All of the things you own (including cash, or personal savings contributed to the cookie business).
  • Liabilities: This is what you owe against your company’s assets, such as accounts payable or loans.
  • Equity: The worth of your business after all liabilities and assets are totaled and deducted from each other.
Sample Balance Sheet for a Startup Cookie Company
Year 1 Year 2 Year 3 Year 4 Year 5
Cash $10,000 $10,000 $15,000 $20,000 $25,000
Accounts Receivable $3,000 $5,500 $6,500 $8,500 $10,500
Prepaid Insurance $100 $200 $300 $400 $500
Office Space & Furniture $5,000 $6,000 $8,000 $10,000 $12,000
TOTAL ASSETS $18,100 $22,700 $31,800 $41,900 $51,100
Loans Payable $35,000 $30,000 $25,000 $20,000 $15,000
Credit Card Debt Owed $1,500 $2,000 $3,000 $4,000 $5,000
Accounts Payable $2,000 $3,500 $5,500 $8,500 $11,500
Unearned Revenue $100 $100 $100 $100 $100
TOTAL LIABILITIES $38,600 $36,100 $36,600 $34,600 $31,600
Owner Equity / Capital $18,100 $22,700 $31,800 $41,900 $51,100
Retained Earnings $61,680 $74,680 $99,680 $135,680 $181,680
TOTAL EQUITY $79,780 $110,380 $136,380 $170,490 $222,790

Cash Flow Statement

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

  • Cash Flow From Operations
  • Cash Flow From Investments
  • Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup cookie business.

Sample Cash Flow Statement for a Startup Cookie Company
  Year 1 Year 2 Year 3 Year 4 Year 5
Net Income (Loss) $83,530 $144,020 $216,112 $306,933 $420,293
Change in Working Capital ($34,300) ($12,600) ($15,200) ($11,100) ($21,600)
Plus Depreciation $5,200 $5,200 $5,200 $5,200 $4,200
Plus Amortization $0 $0 $0 $0 $0
Plus Preliminary exp written off $0 $0 $0 $0 $0
Net Cash Flow from Operations $54,430 $136,620 $206,112 $301,033 $402,893
Fixed Assets ($25,000) $0 $0 $0 $0
Intangible Assets  $0 $0 $0 $0 $0
Net Cash Flow from Investments ($25,000) $0 $0 $0 $0
Cash from Equity $0 $0 $0 $0 $0
Cash from Debt financing $154,662 $0 $0 $0 ($154,662)
Net Cash Flow from Financing $154,662 $0 $0 $0 ($154,662)
Net Cash Flow $184,092 $136,620 $206,112 $301,033 $248,231
Cash at Beginning of Period $0 $184,092 $320,712 $526,824 $827,857
Cash at End of Period $184,092 $320,712 $526,824 $827,857 $1,076,089



You will also want to include an appendix section which will include:

  • Your complete financial projections
  • A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
  • Any other documentation which supports what you included in the body of your business plan.



Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your cookie company. It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.

A well-written business plan is an essential tool for any startup cookie company. In addition, a good business plan should include detailed financial projections, as well as a list of your company’s policies and procedures. This can attract investors and set the foundation for your successful cookie business.

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