In this section you should provide an overview of what your marketing campaign will consist of and why. For example:

• Market size and growth
• Your product or service
• Usage of your product or service
• Internet usage
• Targeted customer profile
• Competitor analysis
• Niche Identification
• Positioning
• Potential market
• Marketing strategy

Your Financial Plan should include most, if not all, of the following expenses, projections, and supporting documents:

• Expenses
• Financial Projections
• Supporting Documents
EXPENSES
You will have startup expenses before you even begin operating your business. It is important to estimate these expenses accurately and then to plan where you will get sufficient capital. This is a research project, and the more thorough your research efforts, the less chance that you will

The Executive Summary is an overview of the whole plan and thus helps the reader quickly decide whether it is a good idea, and a viable business proposition. While it’s the first section the reader will read, it should be the last section you should write; summarizing on information you used in the rest of the plan.

This section should be no more than one page long (preferably one paragraph), so make it enthusiastic, professional, complete, and concise. It should include everything that you would cover in a three-minute interview. Use the questions below to help you write the company description.

The Company Summary section is an overview of the company and may have the following sub-sections:

• Company Ownership
• Legal Environment
• Proposed Location
• Key Personnel
• Personnel
• Objectives
• Business Model
• Management, Organization and Corporate structure