How to Write a Simple Business Plan That Actually Gets Used

A Practical Guide to Clarifying Your Business Model, Identifying Customers, and Staying Focused

Summary: Forget 40-page docs. Learn how to create a 1-page business plan that clarifies your offer, customers, channels, and goals—and keeps you focused as you grow.

Writing a business plan has long been associated with daunting 40-page documents filled with spreadsheets, charts, and jargon. But for early-stage entrepreneurs, freelancers, or even established small businesses pivoting into new territory, complexity is the enemy of progress.

Enter the one-page business plan—a concise tool that captures the essence of your venture in a format you’ll actually refer back to. Popularized by models like the Lean Canvas and Business Model Canvas, this method distills strategy into action.

Why simplicity works in business planning

Most startups fail not because they didn’t write a business plan, but because they wrote one no one ever used. Research published by the Harvard Business Review found that startups that carefully thought through their business model before launching were more likely to succeed—but not necessarily because they had a lengthy document. It was clarity, not complexity, that mattered.

A simple plan helps:

• Align team members on goals

• Communicate your idea quickly to investors

• Prioritize what to test or improve next

• Revisit your assumptions regularly

As Steve Blank famously said: “No business plan survives first contact with customers.”

Instead of long forecasts and executive summaries, you need a flexible document built for speed and feedback.

Key components of a 1-page business plan

📌 What problem are you solving?

Define your customer’s pain point. This is your “why.” Keep it specific and focused.

📌 Who are your customers?

Segment your audience into real user personas. Not just “working moms” or “millennials,” but specific archetypes with behaviors, values, and needs. Resources like HubSpot’s guide on buyer personas can help.

📌 What’s your solution?

Describe your product or service in a way that makes it obvious how it solves the problem. Be clear. No jargon. No buzzwords.

📌 What’s your unfair advantage?

This is what makes your business hard to copy. It could be a proprietary algorithm, a unique partnership, or domain expertise.

📌 How will you reach your customers?

List your key distribution channels: social media, direct sales, retail, referrals, SEO. If you need inspiration, Shopify offers an excellent breakdown of marketing channels.

📌 What are your key metrics?

What will you measure to define success? Revenue is obvious, but consider things like customer acquisition cost (CAC), lifetime value (LTV), churn rate, and conversion rates.

📊 According to CB Insights, 38% of failed startups cited running out of cash as a top reason for failure—underscoring the importance of clear cost structures.

📌 What are your costs and revenue streams?

Sketch out where the money comes from and where it goes. Include pricing models and any major fixed or variable costs.

How often should you revisit your plan?

Treat your business plan like a living document.

Update it whenever:

• You get new customer feedback

• You launch a new product

• You pivot business models

• You’re preparing for a pitch or investor meeting

A Harvard study showed that entrepreneurs who revisited their plans regularly were 16% more likely to achieve viability.

Real-world applications

Many accelerators and incubators—including Y Combinator—now ask for simplified business plans or startup decks instead of lengthy documents. Their reasoning: it encourages focus on building, not theorizing.

Amazon’s internal “6-pager” process forces teams to explain ideas clearly and concisely before development begins. This culture of brevity promotes sharper thinking.

Creating a business plan isn’t a formality. It’s your strategic blueprint. But it should work for you—not gather digital dust. A one-page business plan helps you think clearly, act quickly, and iterate often. Keep it short. Keep it real. Keep it on your desk.