The Business Plan Workbook

The essential textbook for building credible business plans that attract investment and drive results

Now in its 11th edition, The Business Plan Workbook is a trusted guide for postgraduate students and early-stage entrepreneurs studying business strategy, entrepreneurship, and venture planning. Developed from the renowned methodology taught at Cranfield School of Management, this textbook aligns with course outcomes across business modeling, market analysis, and financial forecasting.

Structured around 26 critical areas of business planning, this edition enables students to stress-test their ideas and develop strategic clarity. New content explores how to use AI in market segmentation, financial projections, and SWOT modeling. Updated with real-world examples from companies including Nubank, YuLife, Doctolib, and Inceptio Technology, it also addresses evolving investor expectations and the impact of regulatory shifts across tax, trade, and policy.

Designed to support independent learning and classroom use, this practical guide includes:

- Structured assignments to apply key planning principles step by step

- Case studies from high-growth startups and global innovators

- Insights into narrative-building and storytelling for investment

- Downloadable resources, including 80 PowerPoint slides and customizable templates

Whether studying entrepreneurship or preparing a pitch for your own venture, The Business Plan Workbook provides the skills and tools to develop a compelling, viable business proposition.