Build Your Business Plan

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The next step is to outline your ideal customer as well as the actual and potential size of your market.

Target markets—also known as personas—identify demographic information like: If your target market is too broad, it can be a red light for investors.

A mission statement is your business’ reason for existing. it’s about They should be rallying cries around which the heart and soul of your business turn. Don’t worry about making your company history a dense narrative.

Instead, write it like you would a profile: Then, translate that list into one or two paragraphs (see below). These goals must be SMART: specific, measurable, achievable, realistic and time-bound. When your objectives aren’t clearly defined, it’s hard for employees and team members to work towards a common purpose.

Worse, fuzzy goals won’t inspire confidence from investors.

Nor will they have a profitable impact on your business.

Even better—if you’re pressed for time—we’ve compiled the 10 steps and examples into a downloadable (PDF) template: But, first things first …

A business plan is a comprehensive roadmap for your small business’ growth and development.

Market research indicates an increasing number of wealthy consumers in Cleveland are interested in landscape architecture based on sustainable design. Currently, only two exist—neither of which focuses on eco-friendly planning nor are certified by green organizations. provides a premium, sustainable service for customers with disposable incomes, large yards, and a love of nature.

Within a business plan, your company description contains three elements: (1) mission statement, (2) history, and (3) objectives. Think about what motivates you, what causes and experiences led you to start the business, the problems you solve, the wider social issues you care about, and more.

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