1.2. How to make a business plan convincing?

The business plan must describe the way to achieve the goals. It must indicate how the business goals can be led to success. The "what" must be defined. The "how" must be described. It must become apparent how the hurdles will be overcome and how the business concept can hold its own in competition. The most important goal of a business plan is to present in writing how a business can be realised in reality. The criteria of the assessment will have to be measured against this reality.

First, the business plan should be visually appealing. It should be written in such a way that it appeals to a third party (managing director, investor, loan officer, business promoter or assessor) in its presentation and form. Basically, the business plan is an application. It is about a business that is to be developed and marketed. Self-marketing starts with the concept. Therefore, the logo or signet, the company name or a concise slogan as the title page of the business plan are the ticket to success.

When it comes to self-promotion, self-presentation and appearance have a high charisma. They have an emotional effect and engage the evaluator positively - or negatively. The first impression with a business plan makes a profound impression, psychologically speaking. A picture often says more than a thousand words can describe.