Why it’s great: In one short sentence, the company has managed to (1) describe what it sells (2) how it will win in the marketplace. It is a pharmacy retailer and it will solely focus on making itself easier for the customer to use (that could mean so many things, such as innovating online to fulfill prescriptions to improved customer service within their stores). You start here, today, with certain resources and abilities. You want to get to a there, a point in the future (usually three to five years out) at which time your business will have a different set of resources and abilities as well as greater profitability and increased assets. Tim Berry, president of Palo Alto Software Inc., responds to a reader seeking advice on finding a low-cost writer to help with a business plan. The overall economy has a disproportionate effect on some businesses. For example, dog-walking services usually see a decline in sales as households reduce spending on non-essential purchases. VFinance is the creator of the massive Venture Capital Directory and has tailored the plan to appeal to funders. If that's your goal, definitely check this one out. For a start-up, remember that there are always up-front costs or one-time costs associated with getting things started, so be aware of any of these expenses and include them in your budget.