CHAPTER 2
THE BUSINESS
‘Vision is not enough, it must be combined with venture.
It is not enough to stare up the steps, we must step up the stairs.’
Vaclav Havel
In this chapter:
The plan starts here. In this chapter you set the scene. You brief your backer on the bare essentials of the business – what it does, for whom, why, where, with whom, with what and how it got to where it is.
If yours is an established business, you’ll also set out briefly how well the business has done so far. If yours is a start-up, you’ll briefly set out why the business is poised to enjoy a sustainable competitive advantage.
The rest of this chapter will be about segmentation. You’ll introduce the ...
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