Source: http://www.neildavidson.com/dontmakemyeyesbleed.html

2.
Over
the
past
few
years
I’ve
read
a
lot
of
business
plans.
Hundreds.
They
were
all
too
long,
and
almost
all
missed
the
point.
A
5,000
word
plan
will
bore
and
confuse
me.
Maybe
worse.
Here
are
the
questions
my
ideal
business
plan
would
answer.
Everything
else
is
fluff.

4. What
is
your
mantra?
Make
it
as
simple
to
understand
as
Blinkpipe’s:
“Video
calling
as
natural
as
a
handshake,
as
reliable
as
the
telephone
and
as
easy
to
install
as
a
toaster”.

6. Who
is
the
customer?
It’s
not
‘everybody’.
It’s
not
‘all
30
year
old
geeks’.

8. It’s
Jess.
She’s
thirty
years
old
and
works
in
the
IT
department
of
a
bank.
She
lives
with
three
cats.
She
hates
ice
cream.
Or
whatever.
Make
your
customer
concrete.
Give
her
life.

10. Why
will
your
customer
pay
for
what
you’re
selling?
Sorry,
why
will
Jess
pay
for
what
you’re
selling?
Why
will
she
knock
on
your
door
with
fistfuls
of
cash?
What
problem
does
it
solve?
How
did
she
cope
before?
How
will
your
product
change
her
life?
How
much
will
she
pay?

12. How
will
you
reach
Jess?
What
web
sites
does
she
visit?
What
magazines
does
she
read?
How
(and
why)
will
Jess
shout
‘holy
cow,
this
is
brilliant’
about
your
product
to
her
friends
and
colleagues?

14. How
many
people
like
Jess
are
there?
How
big
is
your
market?

16. Who
is
in
your
team?
Why
will
you
succeed
where
others
will
fail?

18. If
you
want
bonus
points,
tell
me
how
you’ll
apply
the
principles
of
Eric
Ries’s
Lean
Startup
movement
to
your
plan.

20. If
you
want
extra
bonus
points,
fit
this
all
onto
a
single
sheet
of
paper.
It
can
be
large.

22. If
you
want
triple
plus
bonus
marks,
don’t
fit
this
onto
a
single
sheet
of
paper.
Make
it
stand
out.
Be
different.
You’re
an
entrepreneur.
Since
when
did
you
follow
dumb
‘rules’?
Surprise
me.

24.
I
hope
you
enjoyed
this
small
pamphlet.
If
you
did,
please
share
it.
You
can
find
out
more
about
me
at
http://neildavidson.com