The business

“Vision is not enough, it must be combined with venture. It is not enough to stare up the steps, we must step up the stairs.”

Vaclav Havel

In this chapter

  • Background
  • Business mix by segment
  • Segmentation in a start-up

The plan starts here. Chapter 2 is where you introduce more detail on the background to your business than you will set out in Chapter 1 of your plan, the executive summary (discussed in Chapter 9 of this book). You won’t put too much detail into your Chapter 2, though, since this is to be a short, sharp, punchy document aimed at hooking your backer. There is no place for waffle.

In this chapter you set out the background to the business. You set the scene. You brief your backer on the bare essentials of the ...

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