what should be in the introduction of a business plan

• Business Planning

How to Write a Business Plan Introduction (With Example)

Written by Vinay Kevadiya

Published Oct. 28 2024 · 8 Min Read

Think of your business plan introduction as the first conversation you have with someone about your idea. It’s that moment where you capture attention and leave them wanting to know more.

A strong introduction turns casual readers into people who are genuinely interested in what your business stands for.

But how do you create an introduction that stands out?

In this post, we’ll guide you through writing a compelling business plan introduction, with a simple template and example to make things clearer. Ready to start? Let’s jump in!

What is a business plan introduction?

Your business plan introduction gives readers a quick peek at what’s ahead and why it matters.

Positioned right at the beginning, this section:

• Sets the tone for the entire plan.
• Provides essential background information.
• Offers context to help readers understand the plan’s purpose.

Unlike the executive summary, the introduction doesn’t cover the entire plan. It focuses on giving enough information to show the bigger picture.

A common business plan myth is that the introduction needs to be long or overly detailed. In fact, it should be short and to the point—just enough to spark curiosity and make readers want to dive into the rest of the plan.

Why is the business plan introduction important?

A business plan introduction gives a quick overview of your key points and grabs the attention of potential investors.

The importance of business plan introduction can be highlighted in two main ways:

• It offers a brief overview of the document’s purpose, core information, and main objectives. This helps readers to get the idea of your business without going through the entire plan.
• It also sparks curiosity and excitement. Investors receive many new business ideas, so a strong introduction must stand out to capture their interest.

When the intro makes a solid impression, investors are more likely to consider investing in the business.

Now, without much wait, let’s look at how to write the introduction for your business plan.

How to write a compelling business plan introduction

Not sure what to include in your introduction or how to put it all together? Follow this step-by-step guide to find out:

1. Identify important details

Writing an introduction becomes a lot easier when you’re clear on what to include.

There aren’t any strict rules, but here are a few important points you can cover in your introduction:

• Business background
• Business objectives
• Market analysis
• Management overview
• Mission statement
• Core values

Depending on the focus of your plan, you can also add a general overview of your financial plan, marketing plan, target market , competitive landscape, or customer segments.

Figure out which of these details will bring value and context to your business plan before you start outlining your introduction.

2. Create an outline

This will help you organize your thoughts and fill in the details more smoothly.

Here’s a simple structure you can follow for the outline:

• Opening statement
• Business overview
• Purpose of the business plan
• Preview of each section (optional)
• Closing statement

You don’t need to go into great detail on each part—specific sections of your business plan will cover that. Just a sentence or two for each aspect will give a solid overview.

3. Write your introduction

Now it’s time to put your introduction together by filling in the outline.

But first, make sure you’ve finished your business plan. This will help you capture the key points of your plan more effectively.

Once you have all the information you want to include, combine it into a clear narrative. Keep the tone persuasive and the content concise.

4. Revise and review

Have some team members or a professional take a look at your introduction.

Do they grasp the context of your plan? Can they easily understand what your business does and what it hopes to accomplish? Are they interested in reading the entire plan after going through the introduction?

If they struggle with any of these points, it’s time to revise and refine your introduction. Make sure it’s polished before you add it to your business plan.

Business plan introduction template

Introductions don’t have a rigid format. They focus on answering a few key questions and help set the tone for your business plan.

Use this template to guide you as you structure your business plan introduction. Here are some questions to consider:

• What motivated you to launch this business?
• What challenges are you looking to address?
• Who are your potential customers?
• What makes your business stand out from the competition?
• How do you plan to achieve profitability?
• When do you expect to reach profitability?
• What can readers expect to find in your business plan?

Feel free to adjust this template by refining or removing questions to fit your needs.

Examples of introduction in business plan

Here’s an introduction example for a cool eco-friendly café called GreenLeaf, right in the heart of the city:

At GreenLeaf, fresh food is our mantra, coupled with delicious taste in a warm enviable atmosphere. Our café is located in one of the busiest areas and close to parks and shops.

Our menu is packed with fresh, local ingredients that are handpicked by our passionate chefs. From refreshing smoothies to hearty bowls, we serve all kinds of tastes. We believe in offering quality food at affordable prices. With our friendly vibe and commitment to sustainability, GreenLeaf is set to be the go-to spot in the community.

Some additional tips for writing the introduction paragraph

To create a strong introduction, consider these reliable tips:

Begin with an interesting fact

When you begin writing your business plan introduction, use an interesting fact that shows what your business can do.

For example, you could say, “In the past year, online food delivery services have seen a surge, with a 20% increase in demand.”

This instantly shows why your new meal prep service is timely and relevant. You might follow up with, “With busy lifestyles, people are eager for healthy, home-cooked meals delivered right to their door.”

Using facts like this not only grabs attention but also sets the stage for why your business is a great idea worth exploring.

Keep it short

The introduction of your business proposal should grab the reader’s attention and give a clear overview. Start by summarizing the different sections of your proposal, offering a quick look at what’s coming up. Your introduction should cover the main points while staying brief and straightforward.

By highlighting the key ideas, you set the stage for what follows, helping the reader understand what to expect in the next parts of your proposal.

Address the problem

In your introduction, you don’t need to include every detail, but it helps to share a quick summary of how you plan to solve the problem. Just a few sentences will do!

When you lay out a practical and achievable solution right from the start, your proposal is much more likely to grab attention. By pointing this out in your introduction, you’ll get readers curious and ready to see what’s next.

Let your readers know what to expect next

As you create your business plan introduction, help your readers know what to expect. What will you cover? What will they learn? How will this help them?

For example, you might say, “In this plan, I’ll show how our eco-friendly products meet the needs of health-conscious consumers and drive sales.”

By addressing these points, you set clear expectations and guide your audience. They might skip to sections they find interesting or read the whole plan. Here are some examples you could use:

• “Discover how our marketing strategy will attract new customers.”
• “Curious about how we’ll improve customer satisfaction? Here’s our approach.”
• “This plan outlines five key strategies for growth in a competitive market.”
• “Exciting and actionable—this plan reveals how we’ll stand out in the industry.”

You don’t always need to be explicit; sometimes, a simple question can hint at the valuable insights you’re about to share.

Your introduction should be engaging and make people excited about your business. It needs to give a clear picture of what your business is about while showing that you’re ready to take on this new adventure.

Don’t worry about sharing every detail about your business strengths here—that’s what the rest of your plan is for. The goal is to spark interest and encourage readers to check out the rest of your business plan.

Before you write that introduction, make sure your entire plan is ready. If you're still working on it, our AI business plan generator can help you create a solid plan in just under ten minutes.

Frequently Asked Questions

What should be included in a business plan introduction?

Business plans introduction should provide a brief overview of your business idea, highlight your mission and vision , and mention what makes your business unique. It’s also helpful to include a quick look at the market opportunity and why your business is needed​.

Can the business plan introduction be revised later?

Yes, you can revise your business plan introduction later. It’s often helpful to update it after you’ve completed the rest of your plan to ensure it aligns well with the overall content​.

What's the difference between introduction and executive summary?

The introduction is the first section in a business plan that gives a quick overview of your business idea and sets the tone for the plan. The executive summary, on the other hand, is the first standalone section providing a high-level summary of the entire business plan, covering all important points.

As the founder and CEO of Upmetrics, Vinay Kevadiya has over 12 years of experience in business planning. He provides valuable insights to help entrepreneurs build and manage successful business plans.

Follow Vinay Kevadiya

Related Articles

Defining Business Plans: Purpose, Components, and Types

11 Common Business Plan Mistakes to Avoid in 2024

How Long Should a Business Plan Be?

Creating a Business Plan Introduction That Will Get You Noticed

• Fundrising Ready
• MAC & PC Compatible
• Immediate Download

Related Blogs

• Crafting a strong financial plan for your business
• Harnessing the Power of a Business Planning Dashboard
• Automating Your Bookkeeping for Maximum Efficiency
• A Comprehensive Guide to Business Grants
• Mastering the Art of Business Sustainability

Crafting a captivating business plan introduction is essential for making a lasting impression on potential investors and stakeholders. A well-structured introduction not only sets the tone for your entire document but also effectively captures the reader's attention, paving the way for your business's vision and unique selling propositions. By integrating compelling narratives and relevant data, you can create an introduction that stands out and drives interest in your venture.

What is the purpose of an engaging business plan introduction?

Define the role of the introduction in a business plan.

The business plan introduction serves as the gateway to your document, providing readers with their first impression of your venture. It establishes the framework for the entire plan and outlines what the reader can expect. A well-crafted introduction not only presents the business concept but also emphasizes its potential for success.

Explain how an introduction sets the tone for the entire document

The introduction plays a critical role in setting the tone for your engaging business plan . It should reflect the essence of your business and convey a sense of purpose and direction. A strong, confident tone can instill trust and competence, whereas a lackluster introduction may lead to disinterest. By carefully selecting your words and style, you can create an atmosphere that resonates with your business plan audience .

Discuss the importance of capturing the reader's attention early

Capturing the reader's attention early in your business plan is vital. Investors and stakeholders often sift through numerous proposals, making it imperative that yours stands out. An engaging introduction should hook the reader with compelling insights or a relatable story that highlights the significance of your venture. By doing so, you create intrigue and encourage further exploration of your plan.

• Begin with a captivating opening statement or a surprising fact related to your industry.
• Use a personal anecdote to connect with your audience emotionally.
• Clearly articulate the problem your business addresses and the opportunity it represents.

Who is your target audience for the business plan?

Identify potential investors or stakeholders.

A crucial step in crafting an engaging business plan introduction is to clearly identify your target audience. Potential investors or stakeholders can vary widely, including venture capitalists, angel investors, banks, or even family and friends. Understanding who these individuals or groups are will allow you to tailor your message effectively. For example, while a venture capitalist may be more interested in scalability and return on investment, a community bank may focus on local market impact and sustainability.

Consider the specific interests and preferences of the audience

Once you have identified your audience, it’s important to consider their specific interests and preferences. Different investors may prioritize various aspects of your business. For instance, some might be intrigued by your mission and vision statements , while others may be more interested in your unique selling propositions (USPs). A well-crafted business plan introduction should resonate with these interests, making it essential to research what drives your potential investors. Tailoring your introduction to align with their values can significantly enhance their engagement with your proposal.

Discuss the impact of tailoring the introduction to different readers

Tailoring your business plan introduction to different readers can make a substantial difference in its effectiveness. By customizing your language and focus, you can create a more personal connection that speaks directly to your audience's needs. For example, when addressing environmentally conscious investors, emphasizing sustainable practices and market opportunities in business can set a positive tone. Conversely, if your audience consists of tech-savvy investors, highlighting innovative technology and growth potential could be more impactful.

• Research your audience's background and investment history to better understand their priorities.
• Use specific terminology that resonates with your audience's field, whether it's finance, technology, or social entrepreneurship.
• Consider including a brief anecdote or statistic that aligns with the audience's interests for immediate engagement.

Ultimately, by identifying your target audience and considering their unique perspectives, you can create a business plan introduction that not only captures their attention but also holds their interest throughout the document. This strategic approach to your business plan writing can significantly improve your chances of securing funding and support for your venture.

What essential elements should be included in the introduction?

Highlight the business's mission and vision statements.

In crafting an engaging business plan introduction, the mission and vision statements serve as foundational elements that convey the essence of your business. The mission statement articulates what your company does, whom it serves, and what differentiates it from competitors. It’s a concise expression of your business's purpose that resonates with potential investors and stakeholders.

On the other hand, the vision statement outlines the long-term goals and aspirations of your enterprise. It paints a picture of where your business aims to be in the future, inspiring confidence in your strategic direction. Together, these statements not only reflect your business values but also establish an emotional connection with your business plan audience .

• Ensure your mission statement is clear and impactful; avoid jargon that may confuse readers.
• Your vision should be ambitious but realistic, providing a roadmap for future growth.

Mention any unique selling propositions (USPs)

Your introduction should also highlight the unique selling propositions (USPs) of your business. USPs are the distinctive features or benefits that make your product or service stand out in the marketplace. Clearly articulating your USPs can significantly enhance the appeal of your engaging business plan by providing compelling reasons for investors to support your venture.

Consider the following when detailing your USPs:

• Identify what makes your offering different from competitors.
• Focus on tangible benefits that solve specific problems for your target audience.
• Incorporate customer testimonials or case studies that validate your claims.

Include a brief overview of the market opportunity

A strong introduction should also provide a concise overview of the market opportunity your business intends to capture. This should include insights into market trends, target demographics, and the competitive landscape. By presenting data on market opportunities in business , you not only demonstrate a well-researched understanding of your industry but also highlight the potential for growth and profitability.

Key points to cover in this overview include:

• The size and growth rate of the market.
• Trends that indicate increasing demand for your product or service.
• Potential barriers to entry and how your business plans to overcome them.
• Use credible sources to back up your market data, enhancing the credibility of your business case.
• Avoid overwhelming your reader with excessive data; focus on the most relevant statistics.

How can storytelling enhance your business plan introduction?

The power of narrative in making a connection.

Incorporating storytelling in your business plan introduction serves as a powerful tool to establish a connection with your audience. A compelling narrative can transform a dry presentation of facts into an engaging experience that resonates with investors and stakeholders. By weaving in personal anecdotes or real-life examples, you provide a context that makes your business more relatable and human. This connection can significantly impact how your audience perceives your business, making them more likely to support your vision.

Examples of compelling stories relevant to the business

To effectively utilize storytelling in your business plan introduction, consider including examples that highlight your journey or the evolution of your business idea. For instance:

• A personal story about the moment you identified a market opportunity can illustrate your passion and commitment.
• Sharing challenges you faced and overcame can demonstrate resilience and problem-solving skills to potential investors.
• A narrative about a customer whose life was positively impacted by your product or service can showcase the real-world implications of your mission and vision statements.

These stories not only engage your audience but also emphasize your unique selling propositions, making your business plan more memorable.

How emotional appeal can drive interest and engagement

Emotional appeal is a critical component of storytelling that can significantly enhance your business plan introduction. By tapping into the emotions of your audience, you can create a sense of urgency or excitement about your business. Consider the following strategies:

• Use descriptive language to paint vivid pictures that evoke empathy, excitement, or curiosity.
• Highlight the impact of your business on the community or environment to forge a deeper emotional connection.
• Incorporate testimonials or quotes from customers that reflect the emotional benefits of your products or services.

When you evoke emotions, you not only capture the attention of your business plan audience but also motivate them to act—whether it's investing in your venture or supporting your mission. Remember, an engaging business plan introduction enriched with storytelling techniques can set the stage for a persuasive business case that resonates long after your presentation ends.

• Craft your story around key moments that reflect your business's mission and vision statements.
• Keep your narrative concise and focused to maintain clarity in your business plan writing.
• Test your story on peers to gauge emotional responses before including it in your introduction.

What tone and language should be used in the introduction?

Assess the balance between professionalism and approachability.

When crafting a business plan introduction , striking the right balance between professionalism and approachability is crucial. Your tone should reflect the seriousness of your proposal while being inviting enough to engage your business plan audience . This is particularly important if you're targeting potential investors or stakeholders who may have varying levels of familiarity with your industry.

To achieve this balance, consider the following:

• Use formal language when discussing financials or projections, but opt for a conversational tone when explaining your mission and vision statements .
• Avoid jargon that could alienate readers unfamiliar with your field; instead, explain concepts in simple terms.
• Incorporate friendly, relatable language to make your vision feel accessible and exciting.

Discuss the importance of clarity and simplicity in language

Clarity and simplicity are paramount in any business plan writing tips . A convoluted introduction can lead to misunderstandings and disengagement, so aim to present your ideas succinctly. Your introduction should clearly articulate your business’s purpose and the unique selling propositions (USPs) that set you apart from competitors.

Here are some strategies for ensuring clarity:

• Use short sentences and paragraphs to break down complex ideas.
• Define any industry-specific terms that may not be immediately understood by all readers.
• Utilize bullet points or numbered lists for easy readability, especially when outlining key elements.

Consider the use of persuasive language to motivate action

Incorporating persuasive language in your introduction can significantly impact how readers perceive your business plan. Your goal is not just to inform but to inspire action, whether that means securing funding, attracting partners, or rallying a team around your vision.

To enhance the persuasive quality of your writing, consider these techniques:

• Use action-oriented language that encourages readers to envision the possibilities your business offers.
• Highlight emotional appeal by sharing relatable stories or testimonials that resonate with your audience.
• Incorporate compelling data or market trends to back up your claims, lending credibility to your arguments.
• Start with a strong hook that captures attention—perhaps a thought-provoking question or a striking statistic.
• Test your introduction on a few trusted peers to gauge their emotional and intellectual responses to your language and tone.
• Revise multiple drafts to refine your language, ensuring that each word serves a clear purpose in your narrative.

How can you incorporate data and research to support your introduction?

Identify relevant statistics or market trends to include.

Incorporating data and research into your business plan introduction is essential for establishing credibility and engaging your audience. Start by identifying market trends that are relevant to your business. This could include statistics related to industry growth, consumer behavior, or emerging technologies. For instance:

• Growth rates within your industry, highlighting potential expansion opportunities.
• Demographic insights that showcase your target audience's preferences and behaviors.
• Competitive analysis data that emphasizes your unique position in the market.

These statistics not only provide a factual basis for your claims but also demonstrate that you have conducted thorough research, which is crucial for investors and business plans .

Discuss the credibility that data can lend to the business case

Utilizing data effectively can significantly enhance the credibility of your engaging business plan . Data serves as a powerful tool to support your business case and can help to:

• Validate your mission and vision statements by showing market demand.
• Reinforce your unique selling propositions (USPs) with factual evidence.
• Convince stakeholders of the viability of your business model based on proven trends.

When presenting data, ensure it aligns with your narrative. This connection strengthens your overall argument and supports your business plan elements effectively.

Explain how to present information without overwhelming the reader

While it's crucial to include data, it's equally important to present it in a manner that does not overwhelm your audience. Here are some strategies to consider:

• Use bullet points or infographics to summarize key statistics for quick reference.
• Incorporate charts or graphs to visually represent data, making it more digestible.
• Limit the data to the most relevant points that directly support your business case.

By presenting information clearly and concisely, you can maintain the reader's interest while ensuring they grasp the essential components of your business plan overview .

• Always cite your sources for data to enhance credibility.
• Focus on the implications of the data rather than just presenting numbers; explain what they mean for your business.
• Regularly update your data to reflect the most current trends, as this shows diligence and adaptability in your planning.

What strategies can you use to revise and refine your introduction?

Emphasize the importance of feedback from peers or mentors.

One of the most effective strategies for refining your business plan introduction is to seek out feedback from peers or mentors. This external perspective can provide invaluable insights into how your introduction is perceived by others. Engaging with individuals who have experience in business plan writing can help identify areas where your content may lack clarity or engagement.

Consider forming a small group of trusted colleagues or advisors who can review your draft. Ask them specific questions about what resonates with them and what parts may need improvement. Their constructive criticism can lead to a more refined and compelling business plan introduction.

• Ask for feedback on specific sections, such as clarity, tone, and engagement level.
• Encourage reviewers to provide real-time feedback during discussions or meetings.
• Be open to criticism and use it as a tool for growth.

Discuss the value of multiple drafts to enhance clarity and impact

Writing is a process that often requires multiple drafts to achieve the desired level of clarity and impact. The first draft of your business plan introduction may capture your ideas, but subsequent revisions are essential for polishing your language and structure.

As you revise, focus on the following:

• Clarity: Ensure that your ideas are articulated clearly. Avoid jargon and complex sentences that may confuse the reader.
• Engagement: Make adjustments to enhance the narrative flow and keep the reader intrigued.
• Pacing: Pay attention to the rhythm of your writing. Ensure that your introduction flows smoothly and maintains the reader's interest.

Utilizing multiple drafts allows you to step back and view your introduction from different angles, leading to a more polished final piece.

• Set specific goals for each draft, focusing on different elements like structure, tone, or content.
• Take breaks between drafts to gain fresh perspectives on your writing.
• Consider using writing software that tracks changes to compare versions easily.

Consider tools or resources for improving writing quality and style

In today’s digital age, numerous tools and resources are available to assist you in refining your business plan introduction. Leveraging these can significantly enhance the quality and style of your writing.

• Grammar and Spelling Checkers: Tools like Grammarly or Hemingway can help catch grammatical errors and suggest improvements in sentence structure.
• Writing Templates: Explore effective business plan formats online that can guide your writing style and structure.
• Online Writing Communities: Platforms such as Medium or LinkedIn can offer valuable insights and feedback from a broader audience.

By integrating these tools into your writing process, you can improve your overall writing quality and ensure your business plan introduction stands out to potential investors and stakeholders.

• Regularly update your writing tools to ensure you have the latest features and improvements.
• Participate in writing workshops or webinars to enhance your skills.
• Keep a list of helpful resources handy for quick reference during the writing process.
• Choosing a selection results in a full page refresh.