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In the third layer you nail down your estimates and do a reality check. At this stage you need to be certain in your own mind that you have an accurate picture of what it will take to start and run your business. At this stage you want to know exactly how much money you will need to start up. You need to have a specific space picked out, and you need to know exactly what that space will cost you. You will know, to within 10 or 15 percent, what all your monthly and annual expenses will be. You will have well-researched financial projections for income and profitability. You will have a clear idea of what will be involved in advertising to your target market. In other words, the third layer is a detailed and accurate projection of what your business will look like. Put these projections together as though the life of your future business depended on them. It does.

The fourth layer is for other people to see. These are the plans you show your lender, the SBA, your attorney, your business advisors. By this time, you must be willing to stand by your numbers. If you tell the SBA you will need $8,000 for inventory for a pro shop, don’t expect to change your mind a couple of months later and say you want $10,000. At this point in your business plan, other people need to be able to rely on your estimates.