What Lenders Want to See in Your Business Plan

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A Simple Guide to Writing a Business Plan That Gets Attention

You’ve heard it before: if you want business funding, you need a business plan. But what exactly does that mean?

The truth is, lenders aren’t looking for a college thesis or a 50-page report. What they really want is a clear, well-organized business plan that shows you understand what your business does, how it makes money, and how you’ll use the funding.

In this post, we’ll break down what to include in a business plan for lenders, what they care about most, and how to make your plan easier to read—and more likely to get noticed.

Why Lenders Ask for a Business Plan

A business plan helps lenders answer one simple question:

“If we fund this business, are we likely to get paid back?”

Your business plan gives them insight into:

  • How your business operates

  • What your goals are

  • Whether you’ve thought through potential risks

  • How you’ll use the money—and how it will help you grow

In short, your business plan helps build trust with a lender—even if you’re just getting started.

What to Include in a Business Plan for Lenders

Here’s a simple breakdown of the sections most lenders expect to see, especially if you’re a startup or applying for a larger loan:

1. Executive Summary

This is your business’s elevator pitch. Include what your business does, who it serves, what makes it different, and how you plan to use the funding.

📌 Tip: Keep it short—1 page max. You’ll go into detail later.

2. Business Description

Go a little deeper into your company’s background, mission, legal structure, and goals. Are you a sole proprietor? An LLC? When were you founded? What problem do you solve?

3. Market Analysis

Lenders want to see that you understand your industry and customers. Include info like:

  • Who your ideal customer is

  • Size of your market

  • Competitors and how you stand out

  • Industry trends or growth projections

4. Operations & Team

How does your business run day-to-day? Who’s involved? Share key info like:

  • Location and setup (retail, mobile, online)

  • Key staff or advisors

  • Suppliers or partners

  • Tools or technology you rely on

5. Marketing & Sales Strategy

Explain how you plan to find and keep customers. This could include:

  • Your pricing model

  • Advertising and promotions

  • Sales channels (online, in-person, referrals)

  • Plans for future growth

6. Funding Request & Use of Funds

This is one of the most important parts. Be clear about:

  • How much funding you’re requesting

  • Exactly what the funds will be used for (equipment, inventory, marketing, etc.)

  • How the funding will help you grow or increase revenue

7. Financial Projections

You don’t need to be a CPA, but lenders do want to see basic projections for the next 1–2 years:

  • Estimated income and expenses

  • Profit margins

  • Break-even point

  • If applicable, past revenue or P&L summaries

📌 Bonus: Use graphs or charts to make this section easier to read.

What Lenders Care About Most

While the whole plan matters, these three things usually carry the most weight:

  1. Use of Funds – Are you asking for funding for something that makes sense?

  2. Repayment Ability – Will your business be able to generate enough revenue to repay the loan?

  3. Business Viability – Is your plan realistic and well thought-out?

Even if your numbers aren’t perfect, showing you’ve thought things through goes a long way.

✅ Want Help Getting It Right?

Your business plan doesn’t have to be perfect—it just has to be clear, focused, and lender-friendly.

Download our Ultimate Business Funding Guide to get a free Business Plan Template and more tips on preparing for funding.

Or Get Pre-qualified (below) and we’ll help you explore which lenders might be the best fit for your business.

Get Pre-qualified Today!