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Put Yourself In Their Shoes. Meaning the people who will read your plan - who are they and what do they want to hear? They'll either be investors or a bank or loan company who are lending you the money. Either way they'll want to know how your business is going to generate cash to pay them back and in the case of investors, give them a bit extra as a reward for their risk. Describe Your Business Accurately. Be specific about what you're setting up. So long as your plans are underpinned by a coherent strategy you shouldn't be afraid of thinking big.
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