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A quick word on the formatting of the following sections: The sections below are in order as they would be presented in an actual business plan. The order in which you choose to write them is up to you. However, you may wish to write the executive summary first in order to give you a solid outline of what the rest of your business plan will contain. Other writers prefer to write the summary last of all – so that they have all the information fresh in front of them. Ultimately, how you write the plan is up to you. Go with what makes the most sense to you.

Executive Summary

By far the most important part of the business plan is the executive summary. You can think of the executive summary as the grand outline of your business plan. While much more thorough than a table of contents, the executive summary provides investors with an upfront look at what your business is all about, what it is you sell, who manages the company and the financing you need.

The key elements that should be included are:

The executive summary is what will make or break your business plan. In fact, most potential investors will read the summary first and only continue reading if they like what they see. So this leaves you a bit of dilemma. How do you fit in all of the information you wish to get across without going on for pages? The key here is to be succinct. You don’t need to include every little detail of your business plan in the executive summary—that’s what the rest of the business plan is for. What you want to hit is the highlights and the basic facts that support your intentions.

First things first, let's go over what each business plan element includes and how you can go about presenting them to your investors.

Mission Statement

The mission statement should relate your company's purpose. What is it you would like to do with your business? Do you want to help amateur golfers improve their stroke by selling top-of-the line golf products with top-of-the-line service? Or, is your company a travel guidebook publisher, with an aim of helping people all over the world get to their destinations of choice? Regardless of what you sell specifically, the mission statement should show potential investors, in a sentence or two, why you are in business.

Company Description

In this portion of the executive summary, you will describe your company's history if you are looking to expand the business or what you plan on doing if it is a start up. Be sure to mention just what it is that makes your online business unique. Be especially aware of your references to your company's place on the Internet. How does your business differ from other online businesses in your market? What about your company stands apart from the rest?

Don't forget to include your web address and site name. Catchiness is key. A few other things to consider: how does your online business draw in traffic? What sorts of features keep your visitors coming back for more? You don't have to include everything about your company here--just enough to give investors a preview of what you're all about.

Product or Service

Just what is it that you are selling? Whether it is a product or a service, describe it concisely and clearly. Be sure to keep your target customer in mind when writing this section. What about your product or service is unique? Does it fulfill a need or a want in your target customer? In what ways will you get customers to return to your site regularly? These are all things to consider when writing about your product. You want potential investors to feel as though this is a "can't lose" deal. So, what about your product or service in particular is a cut above the competition?

Management

In this section, you'll want to describe the key members of your management team, their qualifications and their responsibilities within the company. Be sure to include each member management's name, title and relevant experience. Also, if you plan on hiring employees, or have already hired them, include information on how you have done so. You can also include information on how you will recruit employees. What sorts of benefits will you be offering employees? How will your company prepare for and accommodate employees? The key here is to show that your company will be run by a group of people that know what they're talking about. And remember: your management team is very likely to be the item that attracts the most investor interest.

Competition

The competition section of your executive summary should provide a bit of insight into how your company is different and better in comparison to competing markets. While you don't want to give the impression that the market is flooded with many similar companies, you also don't want to appear naive and state that you are "one of a kind" - unless, of course, you are.

It is best to acknowledge you have competition, briefly state what it is these companies do that is similar to your company and then emphasis, with real-world examples, how your company is different from its competitors. While it may only be one aspect of your company that is different, really play it up. Remember that golf supply company mentioned earlier?

Sure, there are plenty of other golf supply stores online, but this one is special. Perhaps the golf supply store also offers an exclusive service that tracks down golf instructors in your area and in your price range.

Target Market

Who will be buying your product or service? How old are they? What gender? What are the current market trends in this area? These are questions that should be answered in brief in the target market section of your executive summary. There should be some "numbers" in this section including age demographics and income. Are you targeting the affluent populace, or the average middle class worker? You may wish to check out www.census.gov for surveys that can help in your market research.

Marketing Plan

Now is the time to show prospective investors just how you plan on marketing your business and shooting to the top of your market segment. How will you ensure your company is more desirable to customers than your competitors? How will you promote the business and its products? What sorts of tactics will you use? Will you create an e-newsletter to help draw in site traffic? What about offering freebies to encourage return visitors? Whatever your strategy is, outline it in this section.

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Operations Plan

Will you be running your online business out of your home? Or, will it require additional office space? What sort of equipment is needed? What about shipping and delivery concerns? What type of labor is required? Answer these questions briefly in this section by letting potential investors know how you plan to run your business.

Financial Plan

Now it's time for the nitty-gritty of the executive summary. It all comes down to money. How much money do you expect to earn in the next five years? Be sure break these numbers down into quarterly installments. Also, how much capital do you currently have? Lastly, how much money will you require in order for your business dreams to be realized? Outline just what it is you will use the investor's money for, how they will get their money back and how much they can expect to earn from the transaction.