How to Write a Blog Business Plan

When I first went into business for myself (full-time PR firm, part-time business writing and blogging), I had a pretty standard formal business plan.

Later, and I expanded my Web publishing efforts, I started using a much simpler model -- one page versions that help me map out my plans and ideas on a project by project basis.

I've even released the templates I use here, so feel free to use them for your own short-form planning.

Free One Page Business Planning Templates

Here are the one page templates available:

While I still use these templates for new projects, I've moved back to long-form planning for my bigger blogs. And in talking to other bloggers I realized that having a blog business plan seemed to be an exception rather than a rule.

That seems silly to me given how many bloggers are hoping to make money blogging, and how few actually do. If you want it to work for you like a business, then you have to treat your blog like a business. That includes having a blog business plan in place.

I'm hoping to help you create one.

What a Blog Business Plan Should Include

A blog business plan should include much of the same information as a business plan for a traditional small business. But it can help to look at some of the sections a bit differently. Here's a list of what you might want to include -- finding your own balance between formal structures and a casual short-form plan.


This is often called an "executive summary," but just think of it as an intro to your plan for the year. It should be the last thing you write because you'll need some of the information you come up with for later sections.


In this section you'll offer basic background information about your blog. For example, you'll note whether you work as a sole proprietor, an LLC, or corporation (and you might want to note your reasons for that choice in case you want to reevaluate it later). You'd mention when the blog was launched, what the niche focus is, how many bloggers contribute (and a bit about their background), and other tid bits that might prove useful in planning or evaluations. You would also include information on your own background -- such as past blogging experience or credentials in the niche of your blog.

Revenue Streams

You don't necessarily have a product or service to sell like a traditional small business owner would. But if you're treating your blog as a business, you should have some revenue streams in mind. Here are a few examples to point you in the right direction: site memberships, contextual ads, affiliate ads, e-book sales, and webinars. This section could also include the "4 Ps of Marketing" in a general way where appropriate.

Market Research

In this section you'll talk about your competitive position in the market. For example, you'll post statistics that show a market actually exists for your blog's specialty. You'll also identify major competitors and your strengths and weaknesses in comparison to them. You can do this using our SWOT Analysis worksheet.

Goals, Strategies, and Tactics

This is largely the marketing plan portion of your blog business plan (alongside your market research). You'll map out specific and measurable goals, your general strategies for reaching those goals, and the specific tactics  and tools you'll use to meet the business goals you set for your blog.


In this final section of your blog business plan, you'll cover your financial plans. For example, you might set your budget for hosting, domain renewals, Web design work, advertising, file hosting for e-book sales, payments to blog contributors, or payment processor fees on the payments you receive. You'll also include financial projections noting how much you intend to earn over the year (and you can stretch that into 3-5 year projections if you want to).

These are some of the bare bone basics you'll want to include in a blog business plan of your own. Need some additional help? Download my free blog business plan template to help you plan and build a more successful, income-generating blog.


Note: This post was originally published on December 12, 2012. Content was updated and it was re-featured on its currently-listed publication date.

Profile image for Jennifer Mattern

Jennifer Mattern is a professional blogger, freelance business writer, consultant, and indie author. She runs numerous websites & blogs including All Freelance Writing, Freelance Writing Pros, NakedPR, and Kiss My Biz.

Jenn has 25 years' experience as a professional writer and editor and over 20 years' experience in marketing and PR (working heavily in digital PR, online marketing, social media, SEO, new media, and thought leadership publication). She also has 19 years' professional blogging and web publishing experience (including web development) and around 18 years of experience as an indie author / publisher.

Jenn also writes fiction under multiple pen names and is an Active member of the Horror Writers Association.

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26 thoughts on “How to Write a Blog Business Plan”

  1. This is great, but it’s always the same for me: I know it’s important, but I feel I am wasting the time doing it. So, I don’t. Then I need it and I don’t have it. So I try to patch something together. That doesn’t work, and it’s a vicious circle… But you are right. A good plan is paramount.

    Thanks for sharing,


    • If part of the problem is the amount of time it takes, why not start with a short-form business plan first? Near the top of this post is a link to my one page business plan template. You can fill that out in less than an hour and at least have a road map for your blog. And if you want a long-form one with more detail, I just released a blog business plan template earlier this week (linked at the bottom of the post). I used a question-based format, so all you really have to do is answer the questions there, and you’ll have a working business plan without having to start from scratch. 🙂

  2. Thanks for this great article. I have been stuck, not knowing where to start with my plan. This has not only inspired me, but has given me the nudge that I needed.

  3. It really pays when you plan things and set expectations to your clients through a marketing plan. What’s good about it is that you’ll get yourself on track since both of your short term and long term goals are written. This would also avoid any conflicts between you and your client, since marketing assures legality of what both of you agreed on. Any way, Thanks for sharing this.

    • This particular plan is more of a business plan for blogs of your own than just a marketing plan. But you’re right. It could certainly be used on client projects. In that case I would ask the client to provide the necessary info (as freelancer’s we’re not in a position to lay out their business plan for them without a lot of input). 🙂

  4. Very Precise article. I have no blog plan, never thought that I need one … but after reading this, I would like to try to think in these subheadings.

  5. This is a very interesting twist on the traditional formal business plan for a blog business.The market research is especially important. Too many new bloggers believe all it takes is setting up the blog, writing some articles and your intended audience will find you.

    It takes quite a lot of martketing effort to develop your blog business.

  6. So many people fail to plan their blogging adventure and that is why the blog winds up in the blogging abyss after a short while. Thanks for helping emphasize the need for proper planning and development. If people would spend the extra time up front to figure out what they want and how they are going to go about getting it, then the hurdles the come across later will be easier to overcome.

  7. Love love these tips! Thank you for sharing!! I’ve created our yearly goals, but need to break them down a little further to help make me accountable for them. I also love the tip about setting number goals. Going to work on these stat!

  8. This is a great collection! And I love how thorough your review is. I also completely agree with you that, it isn’t always about the planner specifically, it is about finding something you will use everyday that helps you get stuff done!. Thank you for sharing with us.

  9. Giving me some things to think on. I never thought about having a “Business Plan for my Blog” that is an interesting concept. But, it makes sense for long term growth.


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