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Thinking of applying for an E-2 visa? One of the biggest choices you’ll face isn’t just what country you’re investing from or how much you plan to spend. It’s whether you’re launching a service-based or product-based business, and this one decision can completely reshape how your business plan should be structured.
We’ve helped hundreds of investors get their E-2 visa business plans approved, and one pattern is clear: trying to apply a one-size-fits-all approach leads to trouble. Here’s why your E-2 business plan must be structured differently depending on whether you’re selling a service or a physical product.
Service-Based Businesses: What USCIS Wants to See
When your business is service-based, like consulting, coaching, digital marketing, app development, real estate, or education, there are usually fewer fixed costs. That means the focus shifts heavily to credibility, demand, and job creation.
What needs to be solid in your plan:
Staffing plans. You’ll need to clearly show how your service-based business is not just a one-person freelance gig. Who will you hire? When? What will they do?
Revenue model. Explain how you’ll generate consistent income. Recurring contracts? Retainers? Packages? Subscription models?
Customer acquisition. For services, marketing strategy matters. USCIS wants to see how you’ll attract clients and grow your base.
Proof of demand. If possible, show letters of intent, signed contracts, or waiting lists that demonstrate interest.
Mistake we’ve seen: Entrepreneurs pitching themselves as “consultants” with vague plans and no growth strategy. That’s not enough for the E-2.
Product-Based Businesses: More Moving Parts, More Room for Error
Selling a product, whether it’s online or through a storefront, adds complexity: inventory, logistics, suppliers, warehousing, and more. Your plan needs to demonstrate that you’ve thought this through.
Key areas that matter:
Inventory and supply chain. Where are your products coming from? How are you managing inventory? Will you import? Store locally?
Distribution and delivery. How will products reach customers? Who handles shipping? How fast? What’s your return policy?
Pricing strategy. Explain your markup, margin, and how your pricing compares to competitors.
Staffing must match operations. A product-based plan usually needs warehouse or fulfillment staff, admin roles, maybe a retail associate. Don’t leave that out.
Mistake we’ve seen: E-2 investors pitching an online store with no logistics plan and no support staff. USCIS often sees that as marginal.
What They Have in Common
Whether you’re launching a law firm or a luxury handbag line, both types of businesses need:
A credible investment that shows commitment
A plan to hire U.S. workers, not just eventually, but within a reasonable timeframe
Realistic financial projections grounded in data, not wishful thinking
What You Should Take Away
The difference between a service business and a product business isn’t just a matter of what you offer. It affects how you operate, how you hire, how you make money, and, critically, how your E-2 visa business plan must be written. Misaligning your strategy with your business model is a red flag to USCIS. A plan that makes business sense and immigration sense is what gets approved.
Need Help Structuring Your E‑2 Business Plan?
We’ve crafted hundreds of credible, detailed business plans for both service-based and product-based E-2 investors. Our work reflects how immigration officers think and what they expect to see. We are the only business planning firm in the U.S. actively participating in American Immigration Lawyers Association (AILA) events around the world—events attended exclusively by the most experienced attorneys who specialize in business immigration. This gives us direct access to the latest adjudication trends, policy updates, and behind-the-scenes insights that other providers simply don’t have. While others rely on outdated templates and strategies, we’re constantly refining our plans to meet current immigration expectations. If you’re serious about immigrating to the U.S. through the E-2 visa, look no further.
Contact us today to get started
The information provided in this blog is intended solely for informational purposes. While we strive to offer accurate and up-to-date content, it should not be considered legal advice. Immigration laws and regulations are subject to change, and individual circumstances can vary widely. For personalized guidance and legal advice regarding your specific immigration situation, we strongly recommend consulting with a qualified immigration attorney who can provide you with tailored assistance and ensure compliance with current laws and regulations.
Visa Business Plans is led by Marco Scanu, a certified coach from the University of Miami with a globally-based practice coaching Fortune 1000 company executives, entrepreneurs, as well as professionals in four different continents. Mr. Scanu advises clients on turnaround strategies and crisis management.
Mr. Scanu received a bachelor’s degree in Business Administration (Cum Laude) from the University of Florida and an MBA in Management from Bocconi University in Milan, Italy. Mr. Scanu was also a Visiting Scholar at Michigan State University under the prestigious H. Humphrey Fellowship (Fulbright program) with a focus on Entrepreneurship, Venture Capital, and high-growth enterprises.
At present, Mr. Scanu is the managing partner and CEO at Visa Business Plans, a Miami-based boutique consulting firm providing attorneys and investors with business planning services in the areas of U.S. and Canadian immigration, SBA loans, and others.
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