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Entrepreneurs and business leaders love to tell stories—about their company’s founding, its vision and values, its awesome products and stellar services. They’re compelling narratives, but they lack the gravitas and objectivity needed to sway financial backers.

To land funding, you’ve got to extend beyond emo­tional appeal and think like a financier. You need to deliver solid evidence and a convincing argument that your business startup or expansion is a low-risk, high-reward proposition.

Step by step, The Standout Business Plan will help you craft a winning plan that attracts investors. Exceptionally clear and practical, this book explains how to:

• Gather key data and survey existing or prospec­tive customers

• Prepare an executive summary that paints a vivid picture of your business, your markets, and potential risks

• Structure your business plan in the most logical way (e.g., market analysis before marketing plans)

• Analyze market demand, competition, strategy, resources, financials, risks, and opportunities—and assemble them into a coherent, consis­tent, and credible whole

• Pay special attention to four kinds of risk, delivering a credible strategy for mitigating each

• Remove excessive detail, unsupported boasting, and vague claims. And much more!

Real-world examples, clear instructions, and a steady focus on what investors need to know will help transform even a flimsy or unremarkable document into a compelling, backable business plan.