General

General

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

information about your business  Business data Here the name, address and contactdetails are described as well as your personal data so the bank or investor can reach you.
legal form of the business 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.
Describing business service 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 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 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.
The mission and vision in your business plan
Mission and vision From  your mission and vision you can set later the targets, both quantitative as qualitative.