Developing an Actionable Business Plan

Because vision without structure is just an idea.

As an entrepreneur running multiple brands — from Ayanna Henderson Marketing to My Genius Assistant, Ayanna Beauty, and Too Los Angeles — I can tell you this:

A business plan is not a document you write once and file away.

It’s a living strategy.

An actionable business plan doesn’t just describe what you want to do — it maps out exactly how you’re going to execute, monetize, and scale.

Let’s break down the key components that make a business plan powerful, practical, and growth-ready.

1. Defining Your Business Model

Your business model answers one simple question:

How do you make money?

Not just in theory — but specifically.

Ask yourself:

• What are you selling? (Product, service, subscription, hybrid?)

• Is it one-time revenue or recurring?

• Are you B2B, B2C, or both?

• Is your offer high-ticket, volume-based, or layered?

For example:

• Fractional CMO services = high-ticket recurring retainer

• Digital products = scalable, low-overhead, high-margin

• Physical products = inventory-based with margin strategy

Clarity here eliminates confusion later.

2. Identifying Your Place in the Market

You are not “for everyone.”

And that’s a good thing.

Define:

• What industry are you in?

• What problem do you solve?

• How are you different?

• Who are your direct competitors?

• Where is there a gap?

Your positioning should clearly communicate:

“We do this, for this audience, in this unique way.”

Strong positioning allows you to charge premium prices because you're not competing — you're differentiated.

3. Identifying Your Customers & Revenue Channels

You cannot build revenue without knowing exactly who you serve.

Define your:

• Ideal customer profile

• Industry or demographic

• Buying behavior

• Budget level

• Pain points

Then define your revenue channels:

Examples:

• Direct sales

• Retainers

• E-commerce

• Licensing

• Consulting

• Courses

• Sponsorships

• Partnerships

A healthy business often has multiple revenue streams, not just one.

Diversification creates stability.

4. Identifying Expansion Opportunities

Growth should be intentional.

Ask:

• What happens after Year 1?

• Can this offer be scaled?

• Can it be automated?

• Can it become subscription-based?

• Can you license your IP?

• Can you expand geographically?

• Can you train others to deliver it?

For example:

• Service → Group program

• Group program → Digital course

• Course → Certification

• Certification → Licensing model

Expansion isn’t random. It’s strategic layering.

5. Costing and Pricing

This is where many businesses fail.

You must understand:

Fixed Costs

• Rent

• Software

• Insurance

• Salaries

• Equipment

Variable Costs

• Inventory

• Contractors

• Ad spend

• Shipping

• Production costs

Then determine:

• Cost per unit (if product-based)

• Cost per service delivery

• Desired margin

• Break-even point

Pricing is not emotional.
Pricing is mathematical.

If you underprice, you limit growth.
If you understand your margins, you control your future.

6. Revenue & Expense Projections

This is where your business becomes real.

Project:

• Monthly revenue goals

• Annual revenue targets

• Expected growth percentage

• Operating expenses

• Marketing budget

• Payroll expansion

Build:

• Conservative estimate

• Moderate estimate

• Aggressive growth estimate

Projections allow you to plan hiring, expansion, and investment decisions confidently.

Without projections, you’re guessing.

7. Funding Strategies

If your business requires capital, you need a plan before you approach anyone.

Options may include:

• Personal capital

• Business credit

• Angel investors

• Strategic partners

• Bank loans

• SBA loans

• Grants

• Revenue reinvestment

Before seeking funding, you should know:

• How much you need

• What it will be used for

• When it will produce ROI

• How it will be repaid (if debt)

Investors fund clarity, not chaos.

Final Thoughts: Strategy Creates Stability

An actionable business plan should:

✔ Clearly define how you make money
✔ Identify your audience and positioning
✔ Outline growth strategy
✔ Include realistic financial projections
✔ Map out funding and scalability

Whether you’re launching a pizza shop, scaling a marketing agency, or building a digital brand — structure protects your ambition.

At Ayanna Henderson Marketing, we don’t just build brands.

We build infrastructure.

Because execution beats inspiration every time.

If you're ready to refine your business model, strengthen your revenue strategy, or prepare for funding and expansion:

Let’s turn your idea into an asset.