1. Introduction

2.  Detailed Description  Ownership & Legal Structure  Skills & Experience  Competitive Advantages

3.  Product/Service Description (5 minutes)  Inspiration (5-10 minutes)  Vision & Goals (10-15 minutes)  Mission Statement (10 minutes)

4.  What are you selling?  What is unique about this product/service?  What unmet need is your product/service providing? 5 minutes

5.  Where did you come up with the idea?  Why are you so passionate about this product or service?  Helps reader understand what your business is about. 5-10 minutes

6.  Short-term Goals  Medium-term Goals  Long-term Goals  Where do you see your company in the future?  Provides direction and focus for business activities 10-15 minutes

7.  Purpose of company  Stated clearly  1-2 sentences  Three components:  Key market – Target Market  Contribution – Prod/Srvc you are providing  Distinction – Uniqueness of your prod/srvc to make customer choose yours 10 minutes

8. To bring inspiration and innovation to every *athlete in the world. *“If you have a body, you are an athlete.” – Bill Bowerman Key Market, Contribution, Distinction

9. Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices. Key Market, Contribution, Distinction

10. To provide the fast food customer food prepared in the same high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere. Key Market, Contribution, Distinction

11. At ________, our mission and values are to help people and business throughout the world realize their full potential. Key Market, Contribution, Distinction

12.  Purpose of company  Stated clearly  1-2 sentences  Three components:  Key market – Target Market  Contribution – Prod/Srvc you are providing  Distinction – Uniqueness of your prod/srvc to make customer choose yours 10 minutes

13.  Chapter 3

14.  Summary of your experience  Pertaining to your business  Work, volunteer, hobbies, interests  Summary of employee skills and experience 10-15 minutes

15.  Why will the customer choose your company over someone else’s?  Performance  Quality  Reliability  Distribution  Price  Promotion  Public image or reputation 10 minutes

16.  Explain why there is a market/need for your product or service.  Survey people (5 or more)  Write about the industry you are competing  Research trade association  Contact volunteer at SBA, SCORE, etc.  Interview small business owner in that industry

17.  Detail description  Mission statement