The Definitive Business Plan: The fast-track to intelligent business planning for executives and entrepreneurs, Second Edition

Chapter 1. What’s it all about?

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• Have you heard the one about ...

• Who should read this book

• A quick fix or a longer-term tool?

• What is a plan anyway?

• Why bother?

• Key objectives for your plan

• Your target audience

• Ten steps to a successful business plan

• Don’t trust consultants

• Who writes the business plan?

• How to use this book

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	“With careful and detailed planning, one can win; with careless and less detailed planning, one cannot win. How much more certain is defeat if one does not plan at all! From the way planning is done beforehand, we can predict victory or defeat.”
	--Sun Tzu, The Art of War, C. 400 BC

Have you heard the one about ...

A German, an American and an Englishman each needed to produce a business plan.

• The German had invented ...