Chapter 1. What's It All About?
Have you heard the one about …
Who should read this book
A quick fix or a longer-term tool?
What is a plan anyway?
Why bother?
Key objectives for your plan
Your target audience
Ten steps to a successful business plan
Don't trust consultants
Who writes the business plan?
How to use this book
“With careful and detailed planning, one can win; with careless and less detailed planning, one cannot win. How much more certain is defeat if one does not plan at all! From the way planning is done beforehand, we can predict victory or defeat.”
—Sun Tzu, The Art of War, c. 400 bc
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