How to Write a Business Plan for the Gründungszuschuss (Step-by-Step With Examples)

If you're planning to apply for the Gründungszuschuss — the German government’s grant for unemployed individuals starting a business — you’ll need to submit a solid business plan. And let’s be honest: even the words “business plan” can feel intimidating when all you really want is clarity, support, and a way to get started.

As a founder coach working with expats and immigrants across Germany, I’ve supported hundreds of clients through this exact process — and I’ve seen the difference a clear and well-structured business plan can make.

This blog is designed for you — the aspiring solopreneur who wants to do this properly but without overwhelm. We’ll break down the requirements, walk through a structure that works, and I’ll share examples and resources you can use (including my own workbooks, which are part of my AVGS-funded coaching program).

First Things First: What’s the Purpose of This Business Plan?

You’re writing this for the Agentur für Arbeit (Jobcenter) and potentially a third-party institution (fachkundige Stelle) that will evaluate your plan and confirm that your business is viable.

This plan is not for investors. It doesn’t have to be flashy. But it does have to be clear, realistic, and well thought-out.

It should show:

• That you’ve thought through your idea

• That there is demand for your service/product

• That you have the right qualifications

• That you can earn a sustainable income from it

If you’re eligible for the Gründungszuschuss, you’re likely eligible for the AVGS voucher too. With this voucher, you can work with a coach — like me — to develop your entire plan step-by-step.

As part of my AVGS-funded Founder Coaching Program, my clients receive:

• Full support in writing the business plan

• Guidance on completing the Gründungszuschuss application

• A free fachkundige Stellungnahme (expert opinion letter) to submit with their application

What Should the Business Plan Include?

Here’s a proven structure you can follow (and that I help my clients build during our AVGS sessions):

1. Executive Summary (Kurzbeschreibung der Geschäftsidee)

This is a short, 1-page overview of your business. Keep it concise but clear:

• What do you offer?

• Who is your target customer?

• Why is this business needed now?

• What makes you the right person to offer it?

This part is easier to write after you’ve completed the rest of the plan.

2. Your Motivation and Background

Explain briefly:

• Your professional background

• What led you to start this business (e.g. job loss, career change, passion project)

• What skills or experience you bring

3. Business Idea and Offerings

Describe clearly:

• What are you offering? (Products/services)

• How will it help your target clients?

• What makes it different or better than alternatives?

Use the Founder Discovery Workbook to get clarity here if you’re still shaping your idea.

4. Market and Target Group

Here’s where many founders feel stuck — but you don’t need market research reports. Simply explain:

• Who are your ideal clients?

• What are their needs?

• Where do they currently get this product/service?

• Why would they choose you?

Bonus: Mention any competitor research or pricing benchmarks you’ve done.

5. Marketing Strategy

This doesn’t need to be a full campaign plan — but it should show you know how to reach people:

• How will clients find you? (Website, referrals, social media, events…)

• Will you use free or paid channels?

• Do you already have a network or following?

I often help clients create a simple marketing funnel using elements from the Book Yourself Solid framework inside my founder coaching program.

6. Legal Form and Operations

Keep this brief:

• What is your legal structure? (Most solopreneurs start as Freiberuflich or Einzelunternehmer)

• Where will you work? (Home office, studio, coworking…)

• Do you need any licenses or registrations?

If you’re still unclear about legal setup, check out this guide to becoming a freelancer in Germany.

7. Financial Plan (Finanzplanung)

This is often the most feared section — but it doesn’t have to be. Here’s what’s expected:

• Start-up Costs: What one-time costs do you need to launch?

• Running Costs: Monthly expenses for the business (tools, software, insurance…)

• Living Costs: Your personal expenses that your business must cover

• Revenue Plan: How many clients/sales per month do you need to break even?

• Profitability Forecast: Overview of income vs. costs for the first 36 months

To make this manageable, I created a Financial Planning Workbook specifically for expats starting their business in Germany. It’s part of the core curriculum in my coaching program and helps you think through your numbers in a clear and structured way.

If you want a live, hands-on experience, I also offer a 2-hour workshop on financial planning for founders, where we break down costs, income goals, and pricing strategies — with plenty of time for questions and real examples.

Bonus Tips for a Successful Submission

• Your business plan should be 15–20 pages including financials and attachments

• Write everything in your own words – no copy/paste templates

• Break down your financials by calendar year (not just 12-month projections)

• Use realistic income estimates that reflect your first 6 months of limited profit

• Include proof of qualifications and clearly separate personal and business expenses

• Don’t include Gründungszuschuss as business income

• Demonstrate both your readiness and need for the subsidy

Want Help Writing Yours?

This process can feel overwhelming when you try to do it alone — especially in a second language.

Inside my Founder Coaching Program, fully funded with the AVGS voucher, we walk through your business plan together. I guide you step by step, and we use tools like the Financial Planning Workbook and Discovery Workbook to make the whole process smoother.

You’ll also get my support in filling out the Arbeitsagentur application for the Gründungszuschuss and a fachkundige Stellungnahme free of charge.

Check if you’re eligible for AVGS coaching — or book a free clarity call to talk it through. You can book a free 30 minute consultation with me here 👉 My Calendar

This business plan isn’t just paperwork. It’s the first serious commitment to your own path.

Let’s make sure it reflects your vision — and gets approved.