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E-2 Business Plan Questionnaire Companion

Joorney questionnaires are specifically made to help us prepare the perfect business plan for you. We’ve provided additional explanations to help you fill out the form easily and get your custom-made professional business plan as early as possible.


This is the main or primary applicant. We do not include the spouse, children, or other family in the business plan.


D/b/a stands for ‘doing business as’. This is an assumed, trade, or fictitious name that allows you to do business under a different name than how your business is legally registered. In most states and locales, this name must be officially registered.

Example: Let’s say you choose to establish a company that provides cooking classes. The officially registered name of the business is John Doe’s Cooking Institute. You decide you also want to offer catering but want a name that better represents these services. You may choose to register a d/b/a name of John Doe’s Catering.


In many cases, a business will participate in multiple activities. For example, an online business selling a physical product will also be wholesale or retail. Please make sure to read through each description and choose all that apply in the questionnaire.


Retail – the sale of goods to the end user, typically in small quantities, for use or consumption rather than for resale.

Wholesale – the selling of goods in large quantities, typically to businesses, to be sold to consumers (retailed) by others. A wholesaler typically only participates in filling orders.

Online – Making your goods or services available for purchase via the internet.

Distribution – the action or process of supplying goods, typically a variety of goods created by others, to stores and other businesses that sell to consumers. In addition to fulfilling orders, they also typically act as a sales representative for the producer of the products they distribute.

Manufacturing – the creation or production of goods in the U.S. with the help of equipment, labor, machines, tools, etc.

Service – Delivering work, aiding in tasks, or providing expertise to benefit clients that does not involve the sale of a tangible good.

Importing – Bringing goods into the country from other countries.

Exporting – Moving goods out of the country.


In order to write a successful business plan, we must be able to describe in detail how the business will function and operate.In order to write a successful business plan, we must be able to describe in detail how the business will function and operate.

We need to know how the business will be managed, how your products/services will be created or produced, and other processes that are essential to running your business and serving your clients, and of course how you will sell your product and services to clients. Review these samples for a better understanding:

Food Wholesale >  View Example

Cosmetics Retail View Example

Restaurant > View Example

Bar & Restaurant View Example

Hedge Fund View Example

Trucking View Example


Suppliers are those who will provide you with the essential products and services you will need to produce your product(s) or service(s) on an ongoing basis. Here are a couple examples of some of the types of suppliers that are likely to be identified for various business types:

Restaurant – Sysco (food), Sam’s Club (food and supplies), Restaurant Depot (equipment)
Real Estate – Home Depot (building supplies), Property Management Inc. (property management services)
Consulting – Apple (computers), HubSpot (CRM/marketing software service provider), Switchfast (IT service provider)
Shoe Wholesaler – Prada, Nike, Reebok

Here are few real examples:

Vehicle Care Services View Example

Furniture Wholesaler View Example

Tobacco Retailer View Example


The key factor in determining your financial projections and viability of your business is understanding your revenue model and direct costs. In other words, we need to understand how your business will make money.

Products/Services – What are you selling? How do you make money? In many cases this is straightforward but for some businesses it may not be. This should be a list of the most prominent/common products/services you will offer.

Unit of Measurement – Imagine you’re generating an invoice for a client. Will you charge per hour, per project, per item, per pound? That should be your unit of measure to use here. This may be different for the different product(s)/service(s) you provide.

Raw Materials Cost OR Purchase Price – For each product/service you list, tell us how much you spend specifically to buy or produce one unit (excluding the personnel costs).

Sales Price – How much will you charge your clients for one unit of your products/services?

Here are examples of how you should – and should not – fill out this section.

Do This

View Example 1

View Example 2

View Example 3

View Example 4

View Example 5


Don’t Do This

View Example 1

View Example 2

View Example 3


In order to be as precise and realistic as possible in the business plan, we must know where you plan to sell your products and services. This will have an impact on various aspects of your business plan.

While you may not know your future target areas, start by telling us where you will first offer your products/services? Are you a retail business that will only have one store in a specific city in Year 1? Do you plan to open additional stores in other cities in Year 2 and beyond? If you’re a service provider, you may want to focus on offering your services only to clients in the U.S. to start with plans to expand into other countries in future years.


That’s okay that you don’t have your detailed strategy worked out yet, but who do you think are most likely to buy your products/services generally? This should be a description of whoever you instinctively believe will be most likely to buy your products. Is it people in a certain age range, gender, or with specific interests or hobbies? Are you selling to businesses? Will you sell to a specific company or certain types of companies? Anything you can tell us about your most likely customers, whether they are consumers or businesses will be very helpful.


Although we will research and identify likely competitors as part of our market analysis, it is very helpful for us to know if you have specific competitors you have identified and want to be compared to. Providing at least one helps us better understand how you envision your business.


This section demonstrates to immigration officers that you have done your research, have a viable plan to attract clients, and that your business is likely to succeed. It is imperative this is filled out with careful consideration and listing unique points of how you will differ from your competitors.

You should approach this question by asking yourself what is going to make you better at running your business than other people? Besides price, why are people more likely to purchase from you? How do you intend to stand out from your competitors? Explain how you are different or unique while ideally staying away from price.


This is a vital part of the business plan and must match other documentation that will be submitted in your application. This should include all funds that have already been spent and will be spent on the business by the time you submit your application.

Do not include in this section any costs that will not be paid prior to your application. We will cover the ongoing and future expenses of the business in a later section.

Here are some examples from various industries:

Trucking View Example

Retail View Example

Restaurant View Example

Restaurant (Purchased the Business) View Example

IT Consulting View Example


In most (not all) of our business plans we include a salary for the applicant because we need to show you meet the requirement that you will have the funds to support yourself and family in the US as a direct result of what you earn from the business. Apart from a fixed salary, we can also show that you will be able to support yourself based on the expected dividends you will receive from the net profit the company generates. However, these dividends must equal or exceed an average salary.

We will check – or ask you to check – with your immigration attorney to ensure we are consistent with their strategy.


Make sure to give us accurate information that is the same as what you have (or will) provide to your attorney. This information must match between the business plan and other documents in your application.

Please include full name, position title, description of the employee’s duties, current salary, and the way your employees are paid ensuring the information matches exactly what appears in the employment documents.


Creating American jobs and demonstrating realistic growth can be very advantageous for your application. Further, in order to create a 5-year projection, we need a 5-year hiring plan.

Imagine how you picture the growth of your company for the next 5 years and be realistic and sensible. It’s important to show at least some growth and that is difficult if you plan to do everything alone. Consider what roles or functions you would need to hand off to someone else to be able to grow, or simply which tasks you prefer the least.


Employees are part-time or full-time workers, likely to be long-term, that are on your payroll and for which you pay payroll taxes. A contractor is an individual or company that is outside of your organization that is usually paid for a specific task or function.


In this section you should identify the costs and expenses that will be regularly incurred for you to continue to run your business after your visa is approved. This allows us to complete the financial projections and demonstrates that you have carefully thought through what it will take (financially) to run your business into the future.

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