The plan produces two essential statements that assist in raising funds: (a) the expected results in terms of a sales forecast; (b) the expected revenues for the venture, and the cash requirements and worth. Obviously if there is no market, there is no income. But given assurance that sales are likely, the new venture can indicate the net worth of the project over a three- to five-year period. This valuation determines to a large degree the “saleability” of the venture and the funds that might be attracted to support it.