Your executive summary is your “elevator pitch on paper.” Funders often skim this section first, and their decision to read further depends on whether you grab their attention. Keep it short, sharp, and strategic. Explain what your business does, the problem you solve, who your customers are, and exactly how much funding you need.

Beyond passion, funders want proof. Your business plan should demonstrate that you understand your market, competitors, and customer needs. Show your unique selling proposition (USP), what makes you different and why clients choose you. Back your claims with real data, not just assumptions.

How you price your products or services reveals how well you understand value. Pair this with a clear marketing strategy: how will you reach customers, convert leads, and retain loyalty? Highlight both online and offline channels and explain what’s already working. Referrals, repeat clients, or pilot sales all build credibility.

Numbers don’t need to be fancy, they need to be believable. Provide three-year projections, with clear assumptions about revenue, costs, and profitability. Include a one-year cash flow summary to show funders how you’ll manage money responsibly. Overly optimistic numbers without context can sink your pitch.

Be specific about how much funding you need and how you’ll use it. Break down your request into clear allocations, including equipment, marketing, salaries, or working capital, and tie each to measurable outcomes. This level of detail shows funders you’ve thought through your growth path.

Every investor knows risks exist. What they want to see is that you’ve anticipated them. Address potential challenges, including practical aspects like economic dips, supplier issues, or load-shedding, and explain your backup strategies. This demonstrates foresight and builds trust.