Present only relevant facts. I’ve seen some business plans include trivia like the company’s auditor and lawyer (full address as well), which adds flab, and doesn’t do anything to improve your image. This type of information is best left at the back, where it won’t break up the reader’s flow of thought or interest level.
Give your investors reasons to believe in you. Explain why your product is outstanding, and why you will be on the front page of Fortune magazine. Make it crystal-clear to your investors what NEED your company is fulfilling. For instance, “I have spent the past five years tracking down a life-sized teddy bear, and to my knowledge none exists in Canada or south of the border.”
Honesty is always the best policy. If you’re a one-person operation with a workshop in your garage–great! Give your investors a clear picture of your company, and at the same time explain how you plan on expanding your operations.
Try to keep this section inside two or three pages at the most.
The whole thing is to keep working and pretty soon they’ll think you’re good. Jack Nicholson.