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II. Business Description
Whether you're looking for money or
simply creating an internal document, you must be able to present a clear portrait of what
your company does. Your business description is your corporate vision, and includes: who you are, what you will offer, what
market needs you will address, and why your business idea is viable.
Too many business owners make the mistake of operating without
a vision; a situation which hampers their business' ability to
grow and prosper. A business owner without a vision will have
difficulty describing his or her business and will provide a
long, rambling description, a few stock phrases, or a collection
of incomprehensible jargon when asked for one. A concise,
easy-to-understand description of your company will not only help
your business plan, but will benefit you in any number of other
day-to-day situations - from networking to making cold calls to
approaching a newspaper for an interview. A typical business description
section includes:
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