D2C Business Plan Investors Actually Read (Template)

What Investors Actually Want to See

Indian D2C investors (angel investors, micro-VCs, and seed funds) don’t want a 40-page business plan. They want:

1. A clear problem statement — What pain are you solving? For whom?
2. Evidence of traction — Revenue, orders, growth rate, retention metrics
3. Unit economics that work — Can you acquire a customer profitably?
4. A defensible moat — Why can’t someone copy this tomorrow?
5. A realistic financial projection — Not a hockey stick, not a fantasy. Show you understand the math.

The 1-Page Business Plan Format

Section 1: Problem (3 sentences)

What specific problem exists for a specific customer segment? Be concrete: ‘[Customer type] struggles with [specific pain] because [root cause]. The current alternatives are [list] but they fail because [reason].’

Section 2: Fix (3 sentences)

What are you building? How does it solve the problem differently? What makes your approach unique?

Section 3: Traction (Numbers Only)

Metric	Your Number
Monthly revenue	₹___
Monthly orders	___
Month-over-month growth	___%
Repeat purchase rate	___%
Customer acquisition cost	₹___
Average order value	₹___
Gross margin	___%

Section 4: Market Size

• TAM (Total Addressable Market): The entire category in India
• SAM (Serviceable Addressable Market): The segment you can realistically reach
• SOM (Serviceable Obtainable Market): What you can capture in 3 years
• Example: TAM ₹50,000Cr → SAM ₹5,000Cr → SOM ₹50Cr

Section 5: Business Model

How do you make money? Show the unit economics:

• Revenue per order: ₹___
• COGS: ₹___ (___%)
• Shipping: ₹___
• Payment gateway: ₹___
• Customer acquisition cost (blended): ₹___
• Gross profit per order: ₹___ (___%)
• Net profit per order (after overhead): ₹___

Section 6: Team

Who’s building this? Highlight relevant experience — not just education. Investors back founders who understand their customer deeply.

Section 7: Ask

How much are you raising? What will you use it for? What milestones will you hit with this capital?

Financial Projection Template (3-Year)

	Year 1	Year 2	Year 3
Monthly orders (end of year)	500	2,000	5,000
Average order value	₹1,500	₹1,800	₹2,000
Annual revenue	₹50L	₹3Cr	₹10Cr
Gross margin	45%	50%	55%
Marketing spend (% of revenue)	35%	25%	18%
Team size	3	8	15
Net profit/loss	-₹10L	+₹15L	+₹80L

Key: Show a path to profitability. Indian D2C investors in 2027 care more about sustainable unit economics than growth at all costs.

Common Mistakes in D2C Business Plans

• Claiming ‘no competition’ — There’s always competition. Acknowledge it and explain your differentiation.
• Unrealistic TAM claims — ‘India’s retail market is $800 billion’ is not your TAM. Be specific.
• Ignoring unit economics — ‘We’ll figure out margins at scale’ is not a strategy. Show profitable unit economics from day one.
• No customer validation — Investor meetings with zero revenue and zero customers rarely work in 2027. Get to ₹1L/month in revenue before pitching.
• Over-designed decks — Substance over style. A clear Google Slides deck with real numbers beats a beautifully designed deck with vague projections.

Need Help With Your D2C Strategy?

At Growww Tech, we help D2C brands build business plans, optimize unit economics, and prepare for growth. Let’s build your strategy.

Related reading:

• D2C Unit Economics Guide
• First 100 Orders Guide
• State of Indian D2C Report