General

This section is, after the introduction, the first chapter of your business plan.

	Business data	Here the name, address and contactdetails are described as well as your personal data so the bank or investor can reach you.
	Naming and legal form	Your tradename and entity is placed here. Investigate whether the tradename is not already in use and which entity (e.g., Limited, sole company, partnership) is suitable for your business.
	Description of service	Of course you have to describe which goods or services you’re planning to sell. Details are put later in the section Product of the Marketing-mix.
	Customers	Who is your target audience? For instance, in case of a restaurant this is very wide, as well as youth as the elderly visit a restaurant without distinction in gender. If you are selling IT services your main target audience will be businesses without distinction in type of business since nearly all businesses rely on IT. The customers are described in Geographic, Social economic, Demographic and Psychologic aspects.
	Position in the market	This will be a summary of the results of the competition analysis which is outlined in the section Place of the Marketing-mix.
	Mission and vision	From your mission and vision you can set later the targets, both quantitative as qualitative.