Case study · Fictional business · Free resourceRead · PDF
Complete Business Plan
A presentation of the 15 chapters, including the fictional project’s assumptions and background.
Available after free registration.
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Case study · Fictional business · Free resource
Complete Business Plan Example: NATIVA
Explore a complete, free business plan example for NATIVA, a fictional Portuguese cosmetics business. Discover the 15 completed chapters, key management assumptions and financial projections. Register free to access the PDF plan, editable Word document and Excel financial model.
English adaptation: This page may provide a shorter overview than the Portuguese original. For the complete text and additional detail, consult the Portuguese version.
From the concept to the figures
What is NATIVA?
This educational project presents a skincare brand with three products, outsourced manufacturing and distribution through digital channels and specialist partners. It connects market analysis, positioning, communications, operations and financial evaluation.
Strategy and market
Business model, customers, competitors, value proposition and objectives.
Marketing and operations
Products, prices, sales channels, communications, team and suppliers.
Finance and risks
Sales, cost, cash-flow and income assumptions, scenarios and management metrics.
Worked example · 15 chapters
What does this complete business plan contain?
The NATIVA example is not a blank template. It applies a coherent methodology to one fictional business, connecting management decisions with operations, marketing, sales and finance. The sections below summarise the subjects in the downloadable documents.
1. Executive summary
Outlines the business proposition, target audience, distribution model and main project objectives. Summarises investment and the feasibility rationale developed in the full plan.
2. Company and business opportunity
Introduces NATIVA as an educational skincare brand and describes the market need that its proposition aims to meet.
3. Business model and value creation
Identifies customer segments, digital channels and specialist partners, revenue streams, key partners and core activities.
4. Market, customers and trends
Structures market research, demand-size assumptions and segmentation. Figures are fictional scenarios, not validated market estimates.
5. Competition and competitive positioning
Compares purchasing alternatives, attributes of differentiation and intended positioning. Illustrative competitors do not constitute a full market audit.
6. Value proposition, products and services
Describes the three-product range, customer benefits and connections between product features, pricing and perceived value.
7. Business strategy and objectives
Connects priorities, opportunities, threats, strengths and weaknesses with objectives and investment decisions.
8. Marketing, communications and sales plan
Explains customer acquisition and retention strategy, communications, sales channels and commercial indicators.
9. Organisation, people and operations
Explains the choice of outsourced production, supplier management, logistics, team roles and operational responsibilities.
10. Initial investment, costs and funding sources
Distinguishes fixed-asset investment, stock, launch expenses and financing needs.
11. Financial projections and cash-flow plan
Connects prices, volumes, costs and expenses with income and cash flows, using editable assumptions in Excel.
12. Feasibility and return on investment
Explores margins, break-even sales, capital requirements and financial indicators, subject to the chosen assumptions.
13. Risk analysis and scenario planning
Tests how changes in sales, costs and market conditions affect business sustainability.
14. Implementation plan, milestones and KPIs
Organises activities into phases and links objectives with performance indicators and review points.
15. Monitoring, review and investment decisions
Explains how to review assumptions, monitor outcomes and decide whether the project should proceed, be adjusted or be discontinued.
To understand the methodology before reviewing this case, see also How to Create a Business Plan in 15 Steps.
Illustrative numerical example
How do sales, costs and profitability interact?
In NATIVA’s base scenario, the assumptions in the financial model produce 23,900 units sold in year one, estimated revenue of €362,607 excluding VAT and EBITDA of €54,068. These are simulated results, not market forecasts.
By changing the Excel model’s assumptions for pricing, volume and costs, you can examine the effect on margins and cash-flow requirements. The exercise illustrates why a sales projection does not replace a liquidity assessment.
The example assumes illustrative initial investment of €80,000 in assets and stock. Total financing requirements must be assessed alongside cash flows and other model assumptions.
How to use it: read the PDF first, consult Word to examine the chapter structure, then review the assumptions and formulas in Excel.
Free learning resources
Access the free NATIVA example in three formats
The three formats complement each other: the PDF presents the case study, Word allows review and adaptation of the structure, and Excel contains the financial model.
Editable · Word
Editable Working Plan
An editable version of the case study to explore the business-plan structure and adapt its organisation.
Available after free registration.
Finance · Excel
Financial Model
Worksheets containing assumptions, forecasts, scenarios and financial evaluation. Review the assumptions before reusing them.
Available after free registration.
Register to receive Guide 2
Complete the form once to access all three formats: PDF, Word and Excel. No payment is required.
All the values, products, competitors and other elements of this example are hypothetical or illustrative. They do not represent validated market data, financial advice or a guarantee of results. A real project requires independent validation.
This educational case was prepared by Luís Valente 360°. Learn more about Luís Valente’s professional background.
Frequently asked questions
Questions about the sample business plan
Is this business plan example free?
Yes. The PDF, Word and Excel files are free. To access all three, enter your name and email in the form. Consent to receive future updates is optional.
Can I present this plan to a bank or investor?
This is a fictional case study designed to explain how a business plan is structured. It must not be presented as a real analysis without validating the market, pricing, operations, contracts, assumptions and financial flows of the actual project.
Can I adapt the Word and Excel files to my business?
Yes, for study and adaptation. Fully replace the fictional assumptions, review the formulas and confirm the data before making decisions.
How is this case study different from Guide 1?
Free Guide 1 explains the methodology for preparing a business plan; NATIVA shows how to apply it to a fictional company and product range.
From learning to your business
Need to assess a real project?
The NATIVA example demonstrates a planning methodology. To apply it to your company, explore Luís Valente 360° services in management consulting, marketing, sales and financial analysis.