If the reader can't find this information easily, your business plan is dead in the water. If so, you're destined for buzzword purgatory. If your idea is compelling in plain English, it's likely to be taken seriously. Otherwise, you just end up looking like you've read one too many issues of Business 2.0 . Don't claim you have no competition.
Movie theaters compete with arcades for amusement dollars.
Paper checkbooks compete with online banking. Identify your real competition and address it in your plan. The best plans know the substitutes for their product and lay out ways to romance customers away from the competition. If you have a competitive advantage, spell it out clearly and show why it's an advantage. Being first isn't enough.