‘Would you tell me, please, which way I ought to go from here?’ said Alice.

‘That depends a good deal on where you want to get to,’ replied the Cat.

‘I don’t much care where,’ said Alice.

‘Then it doesn’t much matter which way you go,’ said the Cat.

Lewis Carroll, Alice in Wonderland

So we have our reason for writing a Business Plan; we need to be on the right road. We wouldn’t start a journey without a road atlas so why would we start a business without a Business Plan? You will likely have any number of reasons why you want to start your business; money, dreams, opportunity, etc., but central to them all is wanting your business to be something, ...

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