2. Vision Statement: Write a concise one- or two-paragraph vision statement, which gives your answer to the question: 'What do we want this company to become over the next five to 10 years?' 
3. Mission Statement: Lay the groundwork for your 'brand promise' in a one or two paragraph description of what your company will be to its customers.  
4. Values: Provide a list of three to five core principles upon which you will build the business and stick to no matter what. 
5. Goals: Make a list of three to five long-term goals that translate your company's vision into specific, measurable, attainable, relevant and time-specific objectives. 
6. Market research: Take the next two to three pages to briefly answer the following questions: 
6(a). Market differentiation: Take the next page to detail what makes your product or service unique in the market by answering questions like:
6(b). Marketing message: Based on the answers you outline above, take the next half page to explain the message you plan to communicate to your target market.
6(c). Marketing mix: Use the next page or so to detail the methods you will use to deliver that message.
6(d). Measurement: Follow the previous two sections with another half-page describing how you will measure the effectiveness of each of those delivery methods and, based on the results, adjust your plan accordingly.
7. Sales: Take the next full page to summarize your sales plan by answering these questions:
               - How are leads generated?               - How are they researched/qualified?               - How do you get in front of your customer?               - How do you close the sale?
8. Operations plan: Now, take one to two pages to answer the following questions:
9. Personnel Plan: Use one page to describe your 'people' plan by answering questions like:
10. Financial Plan: As noted earlier, keep the details about your financials brief, using the same narrative style you have been using throughout the plan. Then, use a footnote to alert readers that more detailed financial schedules and assumptions will exist in a separate document. To keep focused, consider telling your story by providing the following information:
11. Executive Summary: Save the beginning for the end by taking one to two pages to write a concise synopsis of the entire plan.