DO
be brief. Begin with a two-page executive summary. Limit
the body of the plan to twenty
pages. Note that internal
business plan and budgets are normally more detailed
than those presented to
external investors. Include everything important to the business and
financing decision, but leave secondary issues and information, such as
detailed financial information for discussion at a later meeting.
DO
let the reader know, early on, what type of business the company is in. While
this may seem obvious, many plans tell the reader this information on page
20, for example, and with other plans, the reader is never certain.
DON’T
use highly technical
descriptions of products, processes and operations. Keep it simple and
complete.
DO
be realistic in making estimates and assessing market and other potentials.
DO
discuss the company’s business risks. Credibility can be seriously damaged if
existing risks and problems are discovered by outside parties.
DON’T
make vague or unsubstantiated
statements. For example, don’t just say that sales will double in the next
two years or that new product lines will be added without supporting
details.
