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Generally, one page should be enough, perhaps two pages if you include graphs or tables.Remember, this is a business plan, not an industry plan, so briefly analyze the industry and then move the reader's attention from the big industry picture to the smaller business picture.Industry Analysis A good way to open this section is with a brief industry analysis.
This lesson gives you an overview of the business description section with links to additional lessons that assist you in writing your mission statement, goals, and objectives, as well as how to identify and describe your business model.
The lesson outline is: What Is the Business Description?
For example, if the industry is new and unfamiliar to the reader, if the business intends to be a major player in the industry and perhaps in a business case (see Business Case Box 2).
However, in most e-business plans, the industry analysis does not have to be very extensive.
In the United States, the Fed Stats Web site provides access to statistical data from over 100 Federal agencies including (of interest to business plan writers) the International Trade Administration (e.g., U. Industry and Trade Outlook), the Small Business Administration, Bureau of Economic Analysis, Bureau of the Census (e.g., Statistical Abstract of the United States), and the Bureau of Labor Statistics.
Few, if any, countries do a better job at collecting and publishing industrial data than the United States.
The business description includes two sections with both required and optional content.
The business concept section includes an industry analysis, the mission statement, business goals, business model, and, project objectives (optional).
Trade and industry journals publish articles that include quantitative data, trend analysis, and influential environmental factors that are affecting their respective industry sectors.
These resources are available in most university libraries.