Business Plan Project WorkbookChapter 2: Company DescriptionChapter SummariesThe company description of the business plan should state the business concept and the focus that the firm will take. The description explains the reasons for starting, purchasing, or expanding a business. It also describes the entrepreneurial opportunity that exists. Developing a company description will help a business set priorities. It will help the company decide on goals that are achievable. The company description helps answer the key question, “What business am I in?” To answer this question, a company must consider the market it wants to target, the products and services it plans to offer, and what makes it different from other businesses. |  |
