137
Index
advertising, 84, 90–92
assumptions, fi nancial,
96–97, 107–108, 117
attachments, 13, 111
audience, 7–8
balance sheet, 98
barriers to entry, 42–43
bottom line, 97
breakeven analysis, 100–101
breakeven point, 75, 100
business description, 11,
29–33
business environment
analysis of, 34–56
competitive analysis,
43–45, 46–49
industry background,
36–43
market analysis, 45, 50–56
business location, 76
business opportunity. See
opportunity
business plans
framework for, 5–6
getting started on, 5–9
information needed for,
6–9
reasons to write, 3–5
structure of, 10–13
updating, 117
buying behavior, customer, 79
capital requirements, 23, 96,
105–106
cash fl ow statement, 98–99
competition, 12, 37, 43–44,
46–49
competitive advantages, 23,
41–42
H6474.indb 137H6474.indb 137