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II. The Business

The purpose of this section is to explain to the targeted reader what you are as a business, who the intended customer is, what you are trying to accomplish through your business, and where you wish to go to in the future.

1. What is the current status of the business and its organization?
   1. Start-up.
   2. Expansion of a going concern.
   3. Acquisition.
   4. Sole proprietorship, partnership, or corporation.
2. Short History of your business.
   1. Age.
   2. Goals and objectives.
   3. Opportunities and successes experienced.
   4. Problems which have been overcome.
   5. How financed?
      1. Management's investment.
      2. Retained earnings.
      3. Debt.
   6. Operating days and hours.
3. What is your business?
   1. What products or services do you offer?
   2. What do your products or services do for your customer - what value do they obtain from you?
   3. Who are your customers?
   4. Are your products purchased primarily within:
      1. A geographical area.
      2. Particular season.
      3. In certain stores or channels of distribution.
4. Where is your business located?
5. What will be special about your business?
   1. Does this specialty (attribute) differentiate you from your competitors?
   2. How will your individual strengths and business specialties allow you to successfully compete?
6. What are the sort and long term goals of the business?
   1. Are these goals realistic, measurable, and attainable?
   2. Do these goals offer adequate protection and return to you, your investors, and debtors?
   3. What issues must be addressed related to the chosen goals:
      1. New products/services/markets.
      2. Capabilities and number of employees.
      3. Financing amount and source.
      4. Capacity of plant and equipment.
   4. What steps must be taken in order to meet your desired results?
      1. Time frame with necessary "controls".
      2. Critical checkpoints to measure progress.
      3. Who will do the reporting and monitoring.

Next Section - Products or Services Offered.

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