Mobile App Business Plan Template [Updated 2023]

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I. Executive Summary

You can download the Mobile App business plan template (including a full, customizable financial model) to your computer here.

Business Overview

[Company Name], headquartered at [insert location here] is a creative mobile application that helps you find restaurants, culinary events and other cool foodie gatherings. It’s a unique guide based on recommendations from chefs and sommeliers. Recommendations range from special occasion restaurants to neighborhood dive bars to high-end farmer’s markets.

Products and Services

[Company Name]will offer a wide variety of insider recommendations from the food industry’s most trustworthy chefs, sommeliers, writers, restauranteurs, bartenders and food artisans. Recommendation include:

  • Restaurants
  • Bars
  • Grocery Stores
  • Farmer’s Markets
  • Meat and Seafood Shops
  • Delis
  • Bakeries
  • Coffee
  • Recipes

Customer Focus

[Company Name] will primarily target smartphone savvy people and those who enjoy food & wine. The demographics of these customers are as follows:

  • Aged 18-29
  • Average income of $54,700
  • 28.9% married
  • 39.6% in Mgt./Professional occupations

Management Team

[Company Name]is led by [Founder’s Name] who has been in the mobile application business for 10 years. While [Founder] has never run a mobile application himself, he was previously director of strategic development for mobile app company devoted to food. As such [Founder] has an in-depth knowledge of the business as well as the needs of foodies, including the operations side (e.g., running day-to-day operations) and the business management side (e.g., staffing, marketing, etc.).

Success Factors

[Company Name] is uniquely qualified to succeed for the following reasons:

  • There is currently no food app devoted to foodiess and their specific interests and needs. In addition, we have surveyed publishers of appropriate content and received extremely positive feedback saying that they explicitly want to sell their work through our business when launched.
  • The management team has a track record of success in the mobile applications and food business.
  • The mobile applications business is a proven business and has succeeded throughout the world.
  • Market trends,such as the growth in smartphone users and mobile app downloads prove very favorable to [Company Name]

Financial Highlights

[Company Name is seeking a total funding of $1.25 million to launch its business. The capital will be used for include further app development, marketing collateral, website development and working capital.

Specifically, these funds will be used as follows:

App Development$240,000
Online & Offline Marketing$570,000
Operating Expenses$135,000
Working Capital Cushion$150,000

Top line projections over the next five years are as follows:

Year 1Year 2Year 3Year 4Year 5
Total Revenues$5,402 $24,436 $90,504 $416,920 $1,370,767
Total Direct Cost($810)($3,665)($13,576)($62,538)($205,615)
Gross profit$4,592 $20,771 $76,928 $354,382 $1,165,152
Gross Profit Margin (%)85%85%85%85%85%
Total Operating Expenses($537,150)($964,983)($1,349,453)($1,606,790)($1,733,423)
Amortization & Impairment$0$0$0$0$0
Pretax Income($532,558)($944,212)($1,277,524)($1,257,408)($573,271)
Income Tax Expense$0$0$0$0$0
Net Income($532,558)($944,212)($1,277,524)($1,257,408)($573,271)
Net profit (%)-9858%-3864%-1412%-302%-42%
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