User Journey: Business Planning for a Small Business


A user journey outlines the experiences and steps involved in a specific process from the user’s perspective. In this scenario, we explore the journey of Sarah Miller, the owner of “EcoEssentials,” a small business specializing in sustainable household products, as she navigates the process of business planning.


Sarah Miller, Owner of EcoEssentials.


Sarah aims to create a comprehensive business plan for EcoEssentials to guide the company’s growth, secure funding, and ensure strategic alignment.

Success Ladder


EcoEssentials has been operating successfully for a few years, but Sarah recognizes the importance of formalizing a business plan to articulate goals, strategies, and financial projections.

User Journey: Business Planning for EcoEssentials

1. Recognizing the Need for a Business Plan:

  • Scenario: At the beginning of the business planning journey.
  • Given: EcoEssentials has been operating for a few years, and Sarah envisions future growth.
  • When: Sarah recognizes the need for a formalized business plan to guide decision-making, attract investors, and set a clear strategic direction.

2. Research and Information Gathering:

  • Scenario: Sarah starts the research phase.
  • Given: Sarah understands the key components of a business plan.
  • When: Sarah researches industry trends, competitor analysis, and market opportunities to gather the necessary information.

3. Defining Business Goals and Objectives:

  • Scenario: Sarah articulates the goals and objectives of EcoEssentials.
  • Given: Research is completed, and Sarah has a clear understanding of market dynamics.
  • When: Sarah defines short-term and long-term business goals, considering revenue targets, market share, and sustainability impact.

4. Market Analysis and Competitive Landscape:

  • Scenario: Sarah analyzes the market and competition.
  • Given: Business goals are defined.
  • When: Sarah conducts a thorough analysis of the market, identifying target customer segments and assessing the competitive landscape.

5. Strategic Planning:

  • Scenario: Sarah develops strategies to achieve business goals.
  • Given: Market analysis is complete.
  • When: Sarah formulates marketing, sales, and operational strategies aligned with the defined goals.

6. Financial Projections and Budgeting:

  • Scenario: Sarah works on financial projections.
  • Given: Strategies are developed.
  • When: Sarah creates detailed financial projections, including sales forecasts, expense budgets, and cash flow statements.

7. Writing the Business Plan:

  • Scenario: Sarah begins writing the business plan document.
  • Given: All necessary information is gathered.
  • When: Sarah structures the business plan, incorporating key sections such as executive summary, company description, market analysis, and financial projections.

8. Review and Iteration:

  • Scenario: Sarah reviews and iterates on the business plan.
  • Given: The initial draft is complete.
  • When: Sarah seeks feedback from mentors, advisors, or industry experts and iterates on the plan accordingly.

9. Finalizing the Business Plan:

  • Scenario: Sarah finalizes the business plan document.
  • Given: Iterative feedback is incorporated.
  • When: Sarah completes the final version of the business plan, ensuring clarity, coherence, and alignment with the business vision.

10. Implementation and Monitoring:

  • Scenario: Sarah implements the strategies outlined in the business plan.
  • Given: The business plan is finalized.
  • When: Sarah monitors progress, regularly comparing actual performance against the projections.

11. Adapting and Revising:

  • Scenario: As EcoEssentials evolves.
  • Given: The business is operational.
  • When: Sarah adapts the business plan, revising strategies and projections based on changing market conditions or internal factors.


By following this user journey, Sarah successfully navigates the process of business planning for EcoEssentials. The business plan serves as a roadmap for growth, guides strategic decision-making, and positions EcoEssentials for long-term success in the sustainable products market.