Once you have thoroughly described your product or service, it is time to evaluate who your customer is. This is called the Market Analysis part of your business plan, not to be confused with the marketing plan. Whatever you are selling, there are groups of people that are much more likely to buy your product than others. You will want to spend your time selling to them, and spend your marketing dollars wisely.

The title of this entry is the first major component of your business plan, usually called the Company Description. Depending on what you are trying to accomplish with the plan and when you went into business, this section will vary. At its core, though, the same information is still needed.