One of the things you need to do to write a useful business plan is to describe your business. It might seem simple on the surface, but you want to be careful how you describe your business so that it is crystal clear what you do, who you do it for, how you’ll do it, and why you’re the right one to do it. 

  • Be Specific – When you choose the wording for your business description, you want to ensure that you are as specific as possible. You must use the right terms that the audience understands best to get the information to them clearly. Hint, you may need more than one description if you have created more than one client avatar, to ensure that they truly understand. 
  • Describe Your Customers – Your customers are your business. For this reason, it’s imperative that you can succinctly describe who your primary ideal customer is. You need to be able to describe them as if they’re a person sitting right in front of you. Include demographics and even how they look. You can even give them a basic name. It also helps to learn your customer’s buying journey so you can describe your customer at each stage of their decision-making process. 
  • Describe Your Products – Do the same thing about each of your products. List them all and describe who the product is for what problems it solves, and how and why it will work. Do this for all your products, whether it’s a paid product or a lead magnet. One trick is to list the features of each of your products and then connect that feature to how it benefits your ideal customer that it’s meant for. 
  • Describe Your Services – If you have services and products or instead of products, you will want to describe each service fully. One way to do this is to focus on the result or impact that the service will have for them and their ideal customer. 
  • Describe Your Talents as Related to Your Business – Include information about your education and expertise related to what you do in your business. If you have others involved, you’ll include their information too. You can even ask them to write their own short description, especially if they’re contractors since they likely already have that ready in their own business plan. 
  • Describe Other Experts and Tools That Will Work With You – If you have contractors, employees, or other resources that help you do what you say you will for your ideal customers. Whether it’s people, specialized software, or something else, describe what you will use to get the job done and why they’re right for it. 
  • Why Do You Want to Do This? – Why are you the right person to do this and to create or make these solutions? This is a great time to talk about a pivotal moment in your life that made you want to do this.  What unique insight and talent set you apart from the competition? 

The more you can make this section complete, the more you can feel proud when someone wants to know about your business. The act of creating the executive summary solidifies in your mind what it is that you do, who you do it for, why you do it, and how you do it.

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