You can describe your industry like you're telling a story. Grab the reader's attention with strong, exciting language that will get them interested in your industry and your business. This is not a discussion of your competition. That information will come later in the competitive analysis portion. Instead, you are providing an overview of the industry where you and other companies will compete.
Many business plans make the mistake of basing their market observations on conjecture.
Instead, you will want to research your industry and back up your observations with facts. Be sure to note all sources. Trade associations are excellent sources of information about trends in your industry. To find the trade association for your industry, consult the Gale Encyclopedia of Business and Professional Associations. Many research and university libraries carry various trade publications and newsletters.