Your Business Plan
It can feel overwhelming to think about writing a business plan. Where do you begin? What do you write about? How do you organize it?
Don’t worry — the first rule is simply to ensure you have a plan. Not a plan to write the business plan, but an idea of what you want to accomplish and how you want to get started.
Before you begin writing, you should already have a clear business idea, have done some research, and understand why you’re writing a business plan in the first place.
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Most people create a business plan for one of these reasons:
- As a personal guide for starting up
- For potential business partners
- For banks, private investors, or government funding
- To sell the business
Regardless of the reason, your business plan must answer the essential questions— who, what, where, when, why, and how. It should be clear, complete, and engaging from the moment someone picks it up.
Advice From a Private Investor
“Most people think the more pages they include in a business plan, the better their chances are. We don’t care! We don’t care about cover pages, and we don’t care too much about executive summaries. What we care about is that you clearly understand what you’re doing, what you need, and most importantly—how you plan to pay us back. We read every business plan because we don’t want to miss the next Facebook, Netflix, or YouTube.”
While a good cover page helps, decision-makers don’t care about flashy colours or charts. They care about whether your business can make money.
5 Eye-Catching Ways to Make Your Business Plan Stand Out
- Show the investor that their success comes from your past.
- Use plain, simple language.
- Don’t try to “sell” the reader — present your business confidently.
- Provide evidence and supporting documentation.
- Use a PitchDeck presentation.
Before anything else, ensure your business plan is complete. You may only get one chance with an investor, bank, or funding agency.
Show the Investor That Their Success Comes From Your Past
This doesn’t mean telling investors they have money because of you. It means helping them feel comfortable by showing that your past experience contributes to your business success.
For example, if you’ve been an auto mechanic for 20 years and you’re opening your own shop, your experience helps an investor feel confident that you know the industry and can run the business successfully.
If you don’t have direct experience, explain why you believe in yourself, your idea, and your ability to execute. Enthusiasm and clarity can be just as persuasive.
Use Very Plain Language and Simplify
Filling every section with complex text isn’t always helpful. Sometimes, simple language is far more effective. If an investor has to reread your sentences or decipher jargon, you risk losing their interest.
Avoid industry-specific jargon unless you explain it. Make your plan easy to understand for anyone who reads it.
Don’t Try to Sell Anyone in Your Business Plan
Many business owners make the mistake of trying to “sell” the reader. A business plan is not a sales pitch — it’s a clear, confident explanation of your business, products, and services.
Focus on being convincing rather than sales-driven. Explain what you offer and why it benefits the customer or investor, without sounding like a commercial.
In a business plan, you are a business professional — not a salesperson. Present yourself that way.
Offer Evidence and Supporting Documentation
Investors love evidence. This doesn’t mean you need a large research study. Supporting materials can include:
- Photos of your product
- Tutorials or demonstrations
- Samples or prototypes
- Market research summaries
Anything that helps the reader see, feel, or understand your product or service increases your chances of standing out. Think of the small perfume samples in magazines — people remember those.
Use a PitchDeck Presentation
Many investors prefer visuals over long paragraphs. That’s why on shows like Shark Tank or Dragons’ Den, presenters often use PitchDeck-style presentations.
A PitchDeck is a visual summary of your business plan, highlighting the most important points. It does not replace your business plan, but it complements it and helps make your presentation more engaging.