achievable and a basis for generating an acceptable return for
anyone who invests in the business.
HOW SHOULD THE PLAN BE PRESENTED?
The plan needs to make a good impression and then hold the
attention of the reader. To do this it must be clearly laid out with
headings and sub-headings to provide signposts to take people
through the text. Short sharp sentences should be used with
action words saying what you will do and when. Avoid jargon.
The plan should be evidence based. Proposals should be
supported by reliable and verifiable facts and figures wherever
possible As Brian Finch says in Kogan Page’s How to Write a
Business Plan:
Whatever you do don’t waffle! It is common to read reports that go
on at great length about the market, the opportunity, the history of the
project, etc, but without any evidence. The plan may be badly or
beautifully written but the attention of the business partner or divi-
sional chief executive or financier was lost at the beginning when
they get bored and decided they didn’t believe the hype.212 How to be an Even Better Manager