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Business Plans that Work: A Guide for Small Business 2/E, 2nd Edition by Jeffry Timmons, Stephen Spinelli, Andrew Zacharakis

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5 COMPANY AND PRODUCT DESCRIPTION: SELLING YOUR VISION

Completing the dispassionate analysis described in Chapter 4 lays the foundation for describing your company and concept. This is the place to be passionate and sell your vision. Use both rational data and emotional appeals that support your story, but don’t ramble. A concise, hard-hitting statement supported by data is impressive. Figure 5.1 lays out the major sections covered in this part of the plan. In the first paragraph identify the company name, where it is incorporated, and a brief overview of the concept for the company. Be clear but succinct in describing the product/service in this introductory paragraph. In the following paragraphs, you can go into much greater detail. The first ...

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