1) Describe the problem or need your business solves and who has this problem. 2) Explain the current industry landscape and trends that create an opportunity. 3) Profile your potential customers, including how many have the problem and why they need a solution.

1. Summary of a
Good Business Plan
What do you do?
Who wants it and why?
Who are you?
What is in it for me?
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2. The Opportunity
What industry are you in?
What is missing from it?
Why does anyone want it?
What is it worth to them?
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3. Industry Analysis
What events have shaped this
industry?
What is happening now?
What is changing?
What is causing the changes?
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4. Who wants your solution?
How many people have this
problem?
Who are they? Describe them.
Why do they each want your
answer?
What is a solution worth to them?
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5. Who wants your solution?
Who are these potential
customers?
What do they need?
How important is it to their
business?
What are their options?
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6. What do you do?
What does your product look
like?
What does it do?
How does it solve the problem?
How is it protected?
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7. How well do you do it?
Why is your product better?
How much value does it provide
to the customer?
Does the customer believe you
can provide those benefits ?
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8. Who will beat you to it?
What other companies do
something similar?
How else can the customer
get the job done?
How this pie is divided?
Where you fit in the picture?
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9. How will you reach customers?
How will they know you exist?
How can you show them your
product?
When will they buy?
Who will make the decision?
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10. Can you forecast sales?
How many can you sell? At
what price?
Who will be the first buyers?
What customers are your real
targets?
How soon will they start
buying?
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11. Who are you anyway?
Who is on the team?
What has the team done like
this before?
How well do you work
together?
Who is giving you advice?
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12. What is this all worth?
How much money will you
make and how soon?
How much will you spend and
how fast?
How will I get my money out?
What’s do you want from me?
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