3.1 Statement of Purpose
This statement sets the tone for not only your business plan, but also for your company. It defines the guiding principle by which your company functions. Some people call it a mission statement. Mission is what you intend to become or accomplish with a focus on what your values are. Take some time to think about it as this will give focus and direction to all your employees' and associates' efforts.

3.2 Executive Summary
The executive summary should give the best first impression of your business as it is usually the first part that investors or evaluators read before going through the rest of the business plan. It should be short and crisp, not more than two or three pages and yet cover the main aspects of your plan. It should briefly describe the company, the product or service, and the unique opportunity your company is offering. It should also provide some key financial figures and a short description of your key management team members.

Keep in mind that an executive summary is neither an abstract of your business plan nor is it a preface. It is an attempt to tell the reader what you plan to do without going into details. Once you have generated an interest in the reader's mind about your business, the purpose of the summary would have been served.

3.3 The Business Plan

3.3.1 Description of Business
This section should convey your business concept. You can explain why you chose the particular idea, what opportunity you see in it and what future will it have. This is the place you get to explain your product or service in detail. Outline their features and benefits and what market need it expects to fulfill. You could include pictures and give examples of equivalent products/services if it helps in a better understanding of your idea. Give your personal insights about the business that you may have gained from outside sources like suppliers, bankers, publications, competitors, peers etc.

3.3.2 Management Plan

3.3.2.1 Specific Team Members
This is another crucial element of the business. Many investors give a high weightage to the team behind the business venture. They look for complementary skills in the members that are critical to business. With this objective in mind, explain each team member's specific role in the business and what he or she brings to the table. Try to limit your team to 2 to 5 people - those that will be involved in the day to day operations of the company.

3.3.2.2 Advisors and Consultants
Other than the core team members, you may like to have advisors or consultants on board. You should mention why they have been chosen and what specific role they are supposed to play.

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