The resumes of all key personnel should be included in this section. For start up companies explain the concept and what brought you to the stage where you are now pursuing financing. A 1 - 3 page section that should include statistics about your chosen industry. This information can be from any source you deem reliable. Always include as many statistics about your industry as possible.
Statistics are usually available at the town hall or the state house.
Also, include in this section why you feel that the demographics of the are will support a business in the field you have chosen. This 1 - 3 page section of your business plan should include all pertinent information about your competition, including the length of time they have been in business, where they are located in comparison to your chosen location and what their average annual sales are. In addition, you should explain your company strengths and weaknesses are in comparison to the strengths and weaknesses of your competition. Explain how you intend to overcome your competition and your expectations of the impact your company will have on their business. This 5 - 8 page section of your plan should include all information you have obtained in seeking out a viable marketing plan for your company.