The heart of your business plan is like the heart of your business, an intermingled enmeshed combination of three elements:
- Your unique business identity: strengths, weaknesses, core competence, keys to success, etc.
- Your special market: your real target customers, how well and how narrow the target is defined, what they get from you (benefits, needs, etc.) and how you reach them.
- Strategic focus: what are your key priorities, the things that are most important. Keep it unique to your business, tailored, and realistic.