The second outcome from a business plan is that it develops the worth of the venture. How much profit will there be to the undertaking? Is it sustainable ? Who will share in the results? This point is often seen as the most important component of developing a plan. In fact it is not. The reality is that most business plans never hit the projected sales figures nor realize the expected earnings at the point they are expected to occur. This is not a negative consideration. Rather, it should encourage more deliberation about the assembly and execution of the business plan. BUT the entrepreneur works in an uncertain environment, often with incomplete information, and it must be expected that events laid out in a business plan will not occur as desired.