In contrast to a marketing plan, a business plan is a road map for the entire organization for a specified future period of time, such as one year or five years. 3 A key difference between a marketing plan and a business plan is that the business plan contains details on the research and development (R&D)/operations/manufacturing activities of the organization. Even for a manufacturing business, the marketing plan is probably 60 or 70 percent of the en- tire business plan. For firms like a small restaurant or an auto repair shop, their marketing and business plans are virtually identical. The elements of a business plan typically targeted at internal and external audiences apear in the two right-hand clumns in Figure A-1.