Definitive Business Plan, Second Edition, The

Chapter 3. Getting Down to It

Why?

When you don't want to be a big fish

What to do if you have several businesses

Your list of contents

The executive summary

The conclusion

Responsibilities – and the timetable

Be a SWOT

Where now?

“Always tell them three times. First tell them what you are going to tell them. Then tell it to them. Then tell them what it was that you have just told them.”

The quote on the opposite page is valuable. It sensibly recommends that if you have something to say, you should state it three times. In this chapter, at last, you really get down to writing the plan. And you give your audience your message twice, in your first drafts of the executive summary and the conclusion. The third telling is covered in the remainder of this ...