1.

Executive summary. The executive summary introduces your business strategy and probably is the most important section for lending institutions. This summary is also important as a communication tool for potential employees and potential customers who need to understand your ideas.

2.

Company history. Clearly explain the origins behind the company's creation and how you or your business associate came up with the idea to start your business.

3.

Company goals. Explain your short- and long-term goals for the company. How fast do you think it will grow? Who will be your primary customers?

4.

Management team. Include biographies of the management team. Include the names and backgrounds of lead members of the management team and their respective responsibilities.

5.

Service/product. Discuss how your product or service differs from everything else on the market.

6.

Potential market. You are trying to convince lenders, employees and others that the market you're after is relatively large and growing. You'll need to do some research for this section. If it's a locally based business, you need to assess the demand for your offering within an given radius. If it's a Web-based business or a business that relies on both the Internet and local traffic for revenues, you'll need to evaluate demand on a local and/or a national basis.

7.

Marketing strategy. How do you plan to tell the world you're open for business? Word of mouth? Advertisements in print or on television? Or on the Web? Include how much you plan to spend on marketing.

8.

Three to five year financial projection. Include a summary of your financial forecasts, with spreadsheets showing the formula you used to reach your projections. You'll need balance sheets, income statements and cash-flow projections for the entire forecast period. Also tell prospective lenders how much money you'd like to borrow to cover your startup costs.