sample business plan for podcast

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How to write a podcast business plan (w/ example template), a podcast business plan outlines your show’s goals, purpose, and future direction. here’s 8 things to include when you write one, with an example template to follow..

Louise Forster

Launch a podcast & amplify your brand.

So you’ve decided to launch a podcast for your business. Great. But now what?

Well, before you jump head-first into writing your show’s first script , or setting up a flurry of social accounts for it, it’s important to put together an effective podcast business plan. Rushing the process will cause mistakes (probably not very far) down the line, so taking some time to think through your strategy, ambitions, and overall goals is key to giving your show longevity.

Below is everything you need to know about writing a podcast business plan, why you should do so, and what to include.

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Why Should You Make a Podcast Business Plan?

You wouldn’t embark on a cross-country road trip without a sat nav or Google Maps to hand. Well, starting a podcast without a solid business plan isn’t a good idea either.

Your podcast business plan not only gives you direction, it also sets out all your targets, milestones, and realistic expectations.

There are many pros to putting together a podcast business plan. The main one being it’s a great way of mapping everything out. And by everything, we mean your content strategy , budget, marketing plan, and how you plan on sustaining your show in general. They’re also great learning tools, and can give you a much better understanding of your show’s target audience . So, why are you creating your podcast? And who’s your ideal listener?

Good podcasts with a business plan will have a much higher chance of being commercially successful than the ones without. Brands will be much more inclined to work with you if you can provide them with some in-depth insight into your show. That goes for securing funding, sponsorships , and partnerships.

Evo Terra, host of Podcast Pontifications , spoke to us over at Podcast.co about the importance of defining a business plan for your show. He said :

“If you expect to get thousands of listeners by simply releasing your podcast to the world, you’re going to be disappointed. So my advice is to be realistic in your expectations. You’ll need to engage in traditional content marketing tactics to build and grow your audience. It’s all in the detail, and the planning.”

8 Things to Include in Your Podcast Business Plan

Ready to put pen to paper? We’ve pulled out 8 elements that every good podcast business plan should include. Remember the more personalised your plan is, the better.

1. An Overview of Your Podcast

Start by noting down what your show’s about, the idea behind it, and what value you think it’ll give listeners. Getting your initial thoughts down on paper can give you a much clearer vision of your overall values. You might also want to add in any future goals or milestones you’d like to hit. 1000 downloads in the first 12 months? Booking a certain guest? Reach for the stars.

2. Who Your Competitors Are & What Works for Them

It goes without saying there are already a lot of podcasts out there. Researching your competitors and working them into your business plan will make it much easier to map out what listeners want to hear, and what’s already been covered. Who are the top players in your show’s field? And which ones do you take inspiration from? You don’t want to simply replicate another show’s style or concept. So, where will you fit in? And what angle or perspective can you offer that others can’t? Once you’ve outlined what's currently performing well in your niche, you’ll be able to define why your podcast vision is relevant, necessary, and unique.

3. Who Your Target Audience Is

Getting clear on your target audience early on means you can adapt your language, tone, and overall strategy to speak to the right people directly. Failing to do so can result in unclear messaging, and you run the risk of producing a show that doesn’t really resonate with anyone.

We’d recommend doing as much research as you can to get into the mindset of the desired listener . Good points to think about are:

• What are they doing in their spare time?
• Do they have any hobbies or interests?
• Why do they listen to podcasts?
• Why are they interested in your show’s topic ?
• What value are they looking for from a podcast?

Once you’ve got a strong understanding of the above points, you’ll find it much easier to define your target audience in your business plan.

4. An Outline of Your Budget & Time Spent

Being realistic about your production budget, overall finances, and available resource is important. Before you start planning your first episode , you need to sit down and work out your available budget, and how much time you and your team can dedicate to a podcast. A simple way of doing this is to make a spreadsheet of all initial costs (like equipment ) and time investments, and go from there.

Once you’ve got an idea of the above, you’ll then need to work out any production or hosting costs. Add them to your spreadsheet. This will give you a rough idea of what you’ll be paying in both time and money to produce each episode. You can then plan out your marketing strategy, what it’ll cost to action, and how much time it’ll take. Having all this documented in a spreadsheet allows you to determine whether your podcast is both financially viable and practically feasible. If not, it’s time to go back and make some changes to the format to save time, or reduce some of the other projected costs to save money.

5. Details of Anyone Working On Your Podcast

This one’s easy. Is there anyone else working on your podcast? If it’s just you, don’t worry about this section. But you might have a co-host, or a couple of people you outsource certain production tasks to, like editing . If so, make a list of who’s doing what, and add it to your podcast business plan. Defining roles from the get-go gives everyone a clear vision of their part to play, making for a much smoother process.

6. A Marketing Plan

How are you going to promote your show? And how are you going to drive listeners to it? You might want to think about creating a website, writing a blog, a monthly newsletter , or just promoting content through social media .

Have a think about which advertising avenues you want to venture down, too. This will depend on the size of your budget, of course. So, if you’ve not got a big wad of cash to spend on it, building and pushing an online presence might be the better option (it’s predominantly free). If you do have a marketing budget to work with, there’s more you’ll be able to do. This could be anything from pamphlet distribution to billboard campaigns, or implementing QR codes. Make sure you cross-check the costs of your desired marketing strategies with your budget. What does it realistically allow for? Including this in your business plan will keep you in line, and help to stop any unattainable spending.

If you need some podcast marketing inspiration, check out our article here .

7. Decide on a Publishing Schedule

How often are you planning on releasing new episodes? Monthly? Weekly? Again, mapping out your content schedule will really benefit your show. Not having a consistent editorial calendar can appear disorganised, and listeners will be expecting some form of regularity from you. Publishing whenever you feel like it will have a negative impact on your download numbers over time.

8. Monetization Methods & What Products You’re Selling

The last thing to factor into your business plan is how you’re going to make money from your show. So, add in details of any sponsorship deals , brand partnerships, advertisements, or affiliate links you want to secure. If you’re a smaller show, you probably won’t be able to get these monetary wins straight away. You’ll need to build a listenership of a certain size before bigger brands and hefty sponsorship deals make their way into your inbox. Even so, it’s worth including them in your business plan. It will motivate you to keep going, and it’s always good to set out any long-term aspirations.

If your show really takes off, you might be in a position to explore other monetization avenues. Like merch, for example. Bear in mind that it takes a lot of time and effort to reach this point, and you’ll need to have a strong relationship with listeners for them to want to buy your products. If you think this might be possible for your show at some point, include it in your business plan.

Example Podcast Business Plan Template

There’s no one way when it comes to formatting your podcast business plan. It’s you who will be using it, so try to find the right method for you. That being said, try to use simple language where you can. There’s no need to use overly-complicated, boring jargon.

Make sure you take the time to keep it updated, too. As your podcast grows, you’ll likely want to set yourself new goals, or make minor tweaks to your already existing ones. We’d recommend checking in with it and making sure it’s reflective of your show’s current situation every quarter or so.

Feel free to use our template below to build a podcast business plan for your own show.

And that’s a wrap on everything you should include in your podcast business plan. Planning out the entire future of your podcast might feel a bit daunting at first, but it’s definitely worthwhile. It’s never set in stone either, so feel free to tweak it whenever you see fit.

Remember that launching a podcast is supposed to be exciting, so have fun with it. The real hard work comes next…

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Podcast Business Plan

Start your own podcast business plan

The CuriosityCast

Value proposition.

The CuriosityCast is a captivating and thought-provoking podcast that explores a wide range of topics, including science, history, culture, and technology. Our commitment to in-depth research, engaging storytelling, and diverse perspectives ensures a unique and enriching listening experience.

The Problem

Listeners often struggle to find high-quality podcast content that is both intellectually stimulating and entertaining, offering fresh perspectives on a variety of subjects.

The Solution

The CuriosityCast addresses this challenge by providing engaging and well-researched content, featuring expert guests, and fostering thought-provoking discussions. We explore diverse topics and share captivating stories, ensuring a fulfilling listening experience for our audience.

Target Market

Our target market includes intellectually curious individuals seeking enriching, informative, and entertaining podcast content. We cater to those who value diverse perspectives, in-depth research, and intriguing storytelling.

Competitors and Differentiation

Key competitors include other educational and informative podcasts. The CuriosityCast differentiates itself through:

• A commitment to thorough research and fact-checking
• Engaging storytelling that sparks curiosity
• Expert guest selection and insightful discussions

Our team is passionate about creating high-quality content that educates, entertains, and inspires. We have a diverse range of expertise, enabling us to explore a wide array of subjects and deliver captivating stories that resonate with our audience.

Funding Needs

We are seeking an initial investment of $20,000 to cover equipment, marketing, and production costs. This investment will help us grow our audience, attract sponsorships, and maintain high-quality production standards.

Sales Channels

Our primary sales channels include podcast streaming platforms, such as Apple Podcasts, Spotify, and Google Podcasts, as well as our website, where listeners can directly access and download episodes.

Marketing Activities

To attract listeners and build brand awareness, we will:

• Engage with our target audience on social media platforms, sharing episode highlights and updates.
• Collaborate with other podcasters and influencers to cross-promote content.
• Optimize our podcast for search and discovery on podcast platforms.
• Offer exclusive content and bonus episodes for subscribers.

Financial Projections

• Year 1: $30,000 (from sponsorships and listener contributions)
• Year 2: $60,000
• Year 3: $100,000
• Year 1: $25,000 (includes equipment, marketing, and production costs)
• Year 1: $5,000

Expenses/Costs

• Year 2: $35,000
• Year 3: $45,000
• Year 2: $25,000
• Year 3: $55,000
• Secure initial investment and establish the podcast’s brand identity.
• Launch the podcast and release the first season of episodes.
• Reach 10,000 unique listeners within the first six months.
• Attract sponsorships and listener contributions to support the podcast’s growth.
• Continuously refine our content and production quality based on audience feedback.

Key Team and Roles

• Host: Leads the podcast, conducts research, and engages in discussions with guests.
• Producer: Oversees production, manages recording sessions, and ensures high-quality audio.
• Marketing Specialist: Promotes the podcast, engages with the audience on social media, and explores collaboration opportunities.
• Audio Editor: Handles post-production, including editing, mixing, and sound design.

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Podcast Business Plan Template

Written by Dave Lavinsky

Podcast Company Business Plan

You’ve come to the right place to create your Podcast Company business plan.

We have helped over 1,000 entrepreneurs and business owners create business plans and many have used them to start or grow their Podcast Company businesses.

Below is a template to help you create each section of your Podcast Company business plan.

Executive Summary

Business overview.

Pocket Podcast is a startup podcast production company located in Austin, Texas. The company is founded by Jerry Harkson, who has experience in digital production and podcast technical support Now, with the expertise of podcast knowledge and business acumen, Jerry has determined he can confidently start and effectively grow a successful podcast company. He believes his experience of strategic growth, marketing skills, financial capabilities, and wide and deep knowledge of podcast production practices will provide everything needed for long-term growth and profitability.

Pocket Podcast will provide a comprehensive array of digital, technical, and podcast support services for a wide variety of clients. Pocket Podcast will be the premier podcast production company, providing services and products for each client while supporting the strategic goals of the company. Pocket Podcast will be the ultimate choice in Austin, Texas for clients to ensure that every need of the customer is fully and completely met.

Product Offering

The following are the services that Pocket Podcast will provide:

• Full-service podcast production
• Content creation and collaboration with podcast clients
• Podcast development with designated teams for support
• Content research and support in lifestyle, education, and politics
• Podcast distribution to national outlets
• Unique platform for client podcast management
• Client support and scheduling
• Streaming services and platforms
• Personalized client support as needed

Customer Focus

Pocket Podcast Company will target clients who are considering the creation and development of a high-quality, professional podcast series. Pocket Podcast will also target podcast creators who have targeted growth and revenue potential, yet require professional assistance to achieve those goals. Secondary targets will include potential podcast clients who are considering podcasting, but haven’t yet started the process. Also, potential clients within the content creation, original works, and related industries throughout the greater Texas area will be targeted.

Management Team

Pocket Podcast Company will be owned and operated by Jerry Harkson. Jerry holds a bachelor’s degree in business from the University of Texas and was formerly the production director of a podcast business in Dallas, Texas for fifteen years. His expertise and engaging personality brought numerous clients into his former company and his reputation as a prolific and highly-talented director has become well-known in the industry. He will be the President of Pocket Podcast Company. He has recruited two podcast executives, Cory Banks and Angel Cruz, with whom he used to work, to join the new startup as executives within his company.

Cory Banks is an experienced digital manager who has executed the production process created by Jerry Harkson for over ten years. He holds a bachelor’s degree in digital production from the University of Texas and is joining the Pocket Podcast Company as a minority shareholder with Jerry Harkson. His title will be Digital Director and he will bring a large social media following with him to the company, as well as hundreds of podcast audience members who follow him.

Angel Cruz is an accountant who worked with Jerry Harkson for seven years for their former employer. Angel Cruz holds a master’s degree in finance from Texas State University. She will take on the role of the Financial Director of Pocket Podcast, overseeing all financial and accounting positions within the new company.

Success Factors

Pocket Podcast will be able to achieve success by offering the following competitive advantages:

• Friendly, knowledgeable, and highly-qualified team of Pocket Podcast
• Comprehensive menu of services, including digital podcast production, technical and full production support and scheduling.
• Unique client management platform, providing tracking and customer response rates
• Engagement with creative podcast producers and innovative talent
• High-quality, engaging audio production
• Pocket Podcast offers the best pricing in town. Their pricing structure is the most cost-effective compared to the competition.

Financial Highlights

Pocket Podcast is seeking $200,000 in debt financing to launch its podcast company. The funding will be dedicated toward securing the office space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the social media ads and marketing costs. The breakout of the funding is below:

• Office space build-out: $20,000
• Office equipment, supplies, and materials: $10,000
• Three months of overhead expenses (payroll, rent, utilities): $150,000
• Marketing costs: $10,000
• Working capital: $10,000

The following graph outlines the financial projections for Pocket Podcast.

Company Overview

Who is the pocket podcast company.

The Pocket Podcast Company is a newly established, full-service podcast production company in Austin, Texas. Pocket Podcast will be the most reliable, cost-effective, and efficient choice for podcast clients in Texas. Pocket Podcast will provide a comprehensive menu of podcast production and support services for any podcast client to utilize. Their full-service approach includes a comprehensive array of services and management options.

  Jerry Harkson will be able to manage and direct the staff of Pocket Podcast. He will manage staff members who he has recruited from his former position and has built trust and accountability with each of those new staff members. The team of professionals is highly qualified and experienced in talent acquisition, podcast production and client management. Pocket Podcast removes all headaches and issues of the podcast production and ensures all issues are taken care of expeditiously while delivering the best customer service.

Pocket Podcast Company History

The Pocket Podcast Company is a newly established, full-service podcast company in Austin, Texas. The company was started by Jerry Harkson in 2023 to offer podcast management and technical expertise to clients who use podcasts as a business endeavor. Jerry Harkson developed a unique platform that tracks and maintains client podcasts. This provides a service that no other podcast company does and ensures a higher level of support for the podcaster.

In late 2023, Jerry Harkson brought employees into the company, including Cory Banks as the Digital Directo, and Angel Cruz as the Financial Director. Both were former co-workers with Jerry Harkson at their place of employment.

Since incorporation, Pocket Podcast has achieved the following milestones:

• Registered Pocket Podcast, LLC to transact business in the state of Texas
• Has a contract in place for a 10,000 square foot office at one of the midtown buildings
• Reached out to numerous contacts to include Pocket Podcast in referrals
• Began recruiting a staff of three and five office personnel to work at Pocket Podcast

Pocket Podcast Services

The following will be the services Pocket Podcast will provide:

Industry Analysis

The podcast industry is expected to grow over the next five years to over $15 billion. The growth will be driven by the growth of podcast revenue, currently at a rate of thirty percent annually. The growth will also be driven by the increased use of smartphones, better and more reliable internet connectivity, and the convenience found by consumers in selecting podcasts at their own leisure.

Costs will likely be reduced as smartphone pricing continues to drop for mid-market consumers. Costs will also be reduced by the lowered pricing for internet connectivity as it becomes more available worldwide. Improved internet connectivity will also lower prices for podcast companies, offering lower costs for production tools and equipment needs.

Customer Analysis

Demographic profile of target market.

Pocket Podcast will target current and potential podcasters in Texas and surrounding regions. They will target podcasters who have a growing audience of 500+ audience listeners. They will also target small podcast originators who introduce new topic categories amid surging interest indicators. They will target those who are developing their podcast businesses.

Customer Segmentation

Pocket Podcast will primarily target the following customer profiles:

• Podcasters with growing audiences in Texas
• Podcasters who require production and management services
• Podcasters who have 500+ audience listeners
• Podcasters who introduce original topic categories
• Potential podcasters seeking content creation and production

Competitive Analysis

Direct and indirect competitors.

Pocket Podcast will face competition from other companies with similar business profiles. A description of each competitor company is below.

The Originals Company

The Originals was established in 2019 in Tulsa, Oklahoma by Tommy Thompson, a content creator with ten years of content creation experience. The Originals include ten content creators in full-time employment and three content creator specialists who provide a specific focus content as needed. The Originals have a clearly-defined scope of business: content creation for educational uses. This includes content for podcasters to use in K-12 schools, colleges, and universities. Original content is created by assignment of client schools and is developed by a team of content creators who are employees of The Originals.

The target market of The Originals is the online and in-person community of educational facilities, both private and public, throughout the US. The Originals company offers cultural, political, and societal commentary as requested within the educational content that is provided to each client.

Exceptional Podcast Productions

The Exceptional Podcast business was formed in Tucson, Arizona in 2020 by Sandy Marks for the purpose of building distribution and marketing revenue on behalf of podcaster clients. Sandy brings to her company a background in social media marketing and has a decade of experience with content creation, blogging, vlogging and associated forms of marketing for podcasters. She formerly worked as the Distribution Manager for a citywide company dedicated to building local and regional revenue for podcast clients. The business has expanded with the addition of three employees hired in 2022 to oversee and manage accounts with major revenue-producing collaborations with affiliated companies.

Happy2Happy Company

The Happy2Happy podcast company was formed in 2019 by Teresa and Sandy Taylor. After five years as content creators and podcast presenters, the sisters determined there was an audience to be found in children ages 5-10 who would like to watch podcasts featuring the newest toys and the features those toys offer. Happy2Happy has grown to include seven employees who manage client relationships with major toy manufacturers. Prior to market distribution, the Happy2Happy Company podcasters present the first look at new toys, the features they carry and suggest retailers who can provide the toys to the children.

The model for Happy2Happy Company has been so successful, with revenues rapidly growing and long-term growth in the near future, Teresa and Sandy Taylor are now replicating their model by starting a podcast production company focused on the 11-14 year-old consumer audience. Anticipated revenues will come from such companies as trending apparel, shoes, foods/snacks and other items common to all within these age groups.

Competitive Advantage

Pocket Podcast will be able to offer the following advantages over their competition:

• Comprehensive menu of services, including digital podcast production, technical and full production support and scheduling

Marketing Plan

Brand & value proposition.

Pocket Podcast will offer the unique value proposition to its clientele:

• Unique, wholly-owned client management platform, providing tracking and customer response rates.

Promotions Strategy

The promotions strategy for Pocket Podcast is as follows:

Word of Mouth/Referrals

Jerry Harkson has built up an extensive list of contacts over the years by providing exceptional service and expertise to former podcasting clients. The contacts and clients will follow him to his new company and help spread the word of Pocket Podcast.

Professional Associations and Networking

In addition to creating word of mouth referrals by contacting former clients, Jerry Harkson, Cory Banks and Angel Cruz will join regional and national associations that trade within the podcasting industry. They will take an active role in each and network throughout to both influence others and collaborate in joint projects, as well as gain industry knowledge and keep up with the latest podcasting trends.

Social Media Marketing

There will be a heavy expenditure of the advertising budget for client podcasts, with an emphasis and style that suits each target audience of podcasters and potential podcasters. Facebook, Google Ads, and other commercial digital marketplaces will be utilized to spread the word of the Pocket Podcast Company.

Website/SEO Marketing

Pocket Podcast will utilize their website, however, the website will direct potential podcast clients to the “insider” array of services offered. Also, the scope of the unique platform offered to clients will be revealed in a way that conforms to every need of the podcaster client. The website will be well organized and informative, but it will serve primarily to move the potential client to the next step, which is a ZOOM meeting with one of the senior management team. This ensures the potential client will receive all the information suited to their particular audience, format, and podcast style. The website will also list their contact information and offer two recommendations from well-known podcasters. The website will engage in SEO marketing tactics so that anytime someone types in the Google or Bing search engine “podcast company” or “podcast company near me,” Pocket Podcast will be listed at the top of the search results.

The pricing of Pocket Podcast will be moderate and on par with competitors, so customers feel they receive excellent value when purchasing their services.

Operations Plan

The following will be the operations plan for Pocket Podcast. Operation Functions:

• Jerry Harkson will be the owner and President of the company. He will oversee all staff and manage client relations. Jerry has spent the past year recruiting the following staff:
• Cory Banks will be the Distribution Director, overseeing the priority aspects of every client account in meeting and growing their audience.
• Angel Cruz will be the Financial Director, providing all client accounting, tax payments, and monthly financial reporting.
• Cherry Alberts will be the Social Media Marketing Manager who will provide all marketing for Pocket Podcast and each client it serves.
• Alison Carter will be the Editorial Manager, overseeing the content creators for each client.

Milestones:

Pocket Podcast will have the following milestones completed in the next six months.

• 5/1/202X – Finalize contract to lease office space
• 5/15/202X – Finalize personnel and staff employment contracts for Pocket Podcast
• 6/1/202X – Finalize contracts for Pocket Podcast clients
• 6/15/202X – Begin networking at industry events
• 6/22/202X – Begin moving into Pocket Podcast office
• 7/1/202X – Pocket Podcast opens its doors for business

The Pocket Podcast Company will be owned and operated by Jerry Harkson. Jerry holds a bachelor’s degree in business from the University of Texas and was formerly the production director of a podcast business in Dallas, Texas for fifteen years. His expertise and engaging personality brought numerous clients into his former company and his reputation as a prolific and highly-talented director has become well-known in the industry. He will be the President of the Pocket Podcast Company. He has recruited two podcast executives, Cory Banks and Angel Cruz, with whom he used to work, to join the new startup as executives within his company.

Cory Banks is an experienced digital manager who has executed the production process created by Jerry Harkson for over ten years. He holds a bachelor’s degree in digital production from the University of Texas and is joining the Pocket Podcast Company as a minority shareholder with Jerry Harkson. His title will be Digital Director and he will bring a large social media following with him to the company, as well as hundreds of podcast audience members who follow his own podcast.

Financial Plan

Key revenue & costs.

The revenue drivers for Pocket Podcast are the fees they will charge to clients for their services.

The cost drivers will be the overhead costs required in order to staff Pocket Podcast. The expenses will be the payroll cost, rent, utilities, office supplies, and marketing materials.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

• Number of clients Per Month: 30
• Average revenue per Month: $150,000
• Office Lease per Year: $100,000

Financial Projections

Income statement, balance sheet, cash flow statement, podcast company business plan faqs, what is a podcast company business plan.

A podcast company business plan is a plan to start and/or grow your podcast company business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections. You can easily complete your Podcast Company business plan using our Podcast Company Business Plan Template here .

What are the Main Types of Podcast Companies?

There are a number of different kinds of podcast companies, some examples include: Interview podcast, Conversational podcast, and Storytelling/Investigative podcast.

How Do You Get Funding for Your Podcast Company Business Plan?

Podcast companies are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.

What are the Steps To Start a Podcast Company?

Starting a podcast company can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster. 1. Develop A Podcast Company Business Plan - The first step in starting a business is to create a detailed podcast company business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast. 2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your podcast company. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks, so it’s important to do research and choose wisely so that your podcast company is in compliance with local laws. 3. Register Your Podcast Company - Once you have chosen a legal structure, the next step is to register your podcast company with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 4. Identify Financing Options - It’s likely that you’ll need some capital to start your podcast company, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 7. Acquire Necessary Podcast Company Equipment & Supplies - In order to start your podcast company, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your podcast company. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.

Podcast Business Plan Template

Written by Dave Lavinsky

Podcast Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their podcasts. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a podcast business plan template step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What is a Podcast Business Plan?

A business plan provides a snapshot of your podcast as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for Your Podcast

If you’re looking to start a podcast, or grow your existing podcast, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your podcast in order to improve your chances of success. Your podcast business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Podcasts

With regards to funding, the main sources of funding for a podcast are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for podcasts.

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How to Write a Podcast Business Plan

If you want to start a successful podcast or expand your current one, you need a plan. Below we detail each section of a podcast business plan:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of podcast you are operating and the status. For example, are you a startup, do you have a podcast that you would like to grow, or are you operating podcasts in multiple markets?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the industry. Discuss the type of podcast you are operating. Detail your direct competitors. Give an overview of your target audience. Provide a snapshot of your marketing strategy. Identify the key members of your team. And offer an overview of your financial plan.    

Company Analysis

In your company analysis, you will provide a podcast overview.

For example, you might operate one of the following types of podcasts:

• Interview podcast : this type of podcast involves one or two hosts who speak with one or more guests each episode.
• Conversational podcast: this type of podcast involves two podcast hosts that have entertaining conversations about specific themes and topics, similar to a radio show.
• Storytelling/Investigative podcast: this type of podcast has one or more hosts that use each episode to tell a story or delve into a news/current events topic.

In addition to the podcast overview you will operate, the Company Analysis section needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What is your mission statement?
• What podcast monetization methods will you use?
• What milestones have you achieved to date? Milestones could include the number of listeners and/or subscribers, number of positive reviews, reaching X amount of subscribers, etc.
• Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the podcast industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the podcast industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your strategy, particularly if your research identifies market trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section:

• How big is the industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your podcast? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your podcast business plan must detail the audience you serve and/or expect to serve.

The following are examples of customer segments: individuals of a certain niche, households, students, etc.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of podcast you operate. Clearly, university students would respond to different marketing promotions than individuals of a niche targeting cooking segments, for example.

Try to break out your target market in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the audience you seek to serve.

Psychographic profiles explain the wants and needs of your ideal listener. The more you can understand and define these needs, the better you will do in attracting and retaining your audience.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other podcasts.

Indirect competitors are other options that audiences have to subscribe from that aren’t direct competitors. This includes radio shows, news networks, TV, online streaming, etc.

With regards to direct competition, you want to describe the other podcasts with which you compete. Most likely, your direct competitors will be podcasts located very close to your niche.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

• What types of podcast shows do they operate and what is their content?
• What types of audience do they serve?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the audience’ perspective. And don’t be afraid to ask your competitors’ audience what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide podcast content that your competitors don’t offer?
• Will you provide better and more relevant topics?
• Will you provide better audience engagement?
• Will you offer better streaming platforms?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a podcast business plan, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of podcast that you documented in your Company Analysis. Then, detail the specific services you will be offering. For example, in addition to a podcast, will you provide online and media engagement, blogs, and any other products?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections, you are presenting the services you offer and their prices.

Place : Place refers to the location (reach) of your podcast. Document your location and mention how the location will impact your success. For example, is your podcast streamed locally or will it have a nationwide audience?

Promotions : The final part is the promotions section. Here you will document how you will drive listeners/subscribers to your podcast. The following are some promotional methods you might consider:

• Music streaming apps
• Social media marketing
• Content creation
• SEO for your podcast website

Operations Plan

While the earlier sections explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your podcast, including developing new and relevant content for each show, engaging with audience members and/or listeners, marketing the podcast, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to obtain your XXth listener/subscriber, or when you hope to reach $X in revenue. It could also be when you expect to expand your podcast to a new streaming platform.  

Management Team

To demonstrate your podcast’ ability to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally you and/or your team members have direct experience in managing podcasts. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a podcast or have a successful career in media production.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

In developing your income statement, you need to devise assumptions. For example, will you start streaming your podcast locally or will you stream nationwide to gain a larger network of listeners/subscribers? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your podcast, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a podcast:

• Cost of podcast supplies and equipment
• Marketing costs
• Payroll or salaries paid to production staff
• Business insurance
• Taxes and permits
• Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your list of topics your podcast will offer, types of audience you will be targeting, and the streaming platforms your podcast will be featured on.  

Putting together a business plan for your podcast is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the industry, your competition, and your audience. You will have developed a marketing strategy and will really understand what it takes to launch and grow a successful podcast.    

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