• The description of the business
• The marketing plan
• The financial management plan
• The management plan

Addenda to the business plan should include the executive summary, supporting documents, and financial projections.

We have learned from experience that the three most important elements of a business plan are its appearance, the quality of the research, and the Executive Summary.

Appearance
Most readers of a business plan will be influenced by its appearance. First impressions count. It may seem obvious that We we should put our best foot forward by assuring that our business plan looks professional, but often the visual aspect is neglected. The look of a business plan must be balanced. Bells and whistles do not usually impress a lender. Often lenders judge such plans as extravagant and may prejudge management as excessive in its spending.

Quality of Research
The quality of the research is very important, too. Many business plans treat this critical element as a neglected stepchild. Lenders and investors look for quantitative information about your industry as well as your operations. Novice business plan writers gloss over this area, not realizing the credence that lenders or investors place in industry statistics, barriers to entry, competition and the like. A professional business plan writer can be very helpful in crafting this important section.

Executive Summary
The third most important element of your plan is the Executive Summary. If it does not immediately capture the attention of the reader, the rest of your plan will not be read - not even the statistics that you worked so hard to research. McCormick & Company spends the necessary time crafting this introduction so it is compelling and gives the reader reasons to read further and learn more about the company.

Cover sheet
Investment Highlights
Executive Summary
Table of contents

I. The Business

• Industry Overview
• Description of business
  
• Marketing
  
• Competition
  
• Operating procedures
  
• Management
  
• Financial data
  
• Exit Strategy

II. Financial Data

• Loan applications
  
• Capital equipment and supply list
  
• Balance sheet
  
• Break-even analysis
  
• Pro-forma income projections (profit & loss statements)
  • Three-year summary by month, 1st year
  • Detail by quarters, 2nd and 3rd years
  • Assumptions upon which projections were based

• Pro-forma cash flow
  • (Follow guidelines for letter E)

• III. Supporting Documents

• • Tax returns of principals for last three years
  • Personal financial statement (all banks have these forms)
  • In the case of a franchised business, a copy of franchise contract and all supporting documents provided by the franchiser
  • Copy of proposed lease or purchase agreement for building space
  • Copy of licenses and other legal documents
  • Copy of resumes of all principals