Four interdependent factors should be given thorough consideration in deciding on the content of a business plan for a startup company:
• The people. A description of the men and women starting and running the
venture, as well as any outside parties, such as lawyers, accountants, and suppliers, providing key services or important resources.
• The opportunity. A profile of the business itself—what it will sell and to
whom, how much and how rapidly it can grow, what its financial outlook is, who and what may stand in the way of its success.
• The context. The big picture—the regulatory environment, interest rates, demographic trends, inflation, and other factors that inevitably change but can-
not be controlled by the entrepreneur.