how to write the introduction of a business plan

Business Planning

How to Write a Business Plan Introduction (With Example)

Written by Vinay Kevadiya

Published Oct. 28 2024 · 8 Min Read

Think of your business plan introduction as the first conversation you have with someone about your idea. It’s that moment where you capture attention and leave them wanting to know more.

A strong introduction turns casual readers into people who are genuinely interested in what your business stands for.

But how do you create an introduction that stands out?

In this post, we’ll guide you through writing a compelling business plan introduction, with a simple template and example to make things clearer. Ready to start? Let’s jump in!

What is a business plan introduction?

Your business plan introduction gives readers a quick peek at what’s ahead and why it matters.

Positioned right at the beginning, this section:

Sets the tone for the entire plan.
Provides essential background information.
Offers context to help readers understand the plan’s purpose.

Unlike the executive summary, the introduction doesn’t cover the entire plan. It focuses on giving enough information to show the bigger picture.

A common business plan myth is that the introduction needs to be long or overly detailed. In fact, it should be short and to the point—just enough to spark curiosity and make readers want to dive into the rest of the plan.

Why is the business plan introduction important?

A business plan introduction gives a quick overview of your key points and grabs the attention of potential investors.

The importance of business plan introduction can be highlighted in two main ways:

It offers a brief overview of the document’s purpose, core information, and main objectives. This helps readers to get the idea of your business without going through the entire plan.
It also sparks curiosity and excitement. Investors receive many new business ideas, so a strong introduction must stand out to capture their interest.

When the intro makes a solid impression, investors are more likely to consider investing in the business.

Now, without much wait, let’s look at how to write the introduction for your business plan.

How to write a compelling business plan introduction

Not sure what to include in your introduction or how to put it all together? Follow this step-by-step guide to find out:

1. Identify important details

Writing an introduction becomes a lot easier when you’re clear on what to include.

There aren’t any strict rules, but here are a few important points you can cover in your introduction:

Business background
Business objectives
Market analysis
Management overview
Mission statement
Core values

Depending on the focus of your plan, you can also add a general overview of your financial plan, marketing plan, target market , competitive landscape, or customer segments.

Figure out which of these details will bring value and context to your business plan before you start outlining your introduction.

2. Create an outline

This will help you organize your thoughts and fill in the details more smoothly.

Here’s a simple structure you can follow for the outline:

Opening statement
Business overview
Purpose of the business plan
Preview of each section (optional)
Closing statement

You don’t need to go into great detail on each part—specific sections of your business plan will cover that. Just a sentence or two for each aspect will give a solid overview.

3. Write your introduction

Now it’s time to put your introduction together by filling in the outline.

But first, make sure you’ve finished your business plan. This will help you capture the key points of your plan more effectively.

Once you have all the information you want to include, combine it into a clear narrative. Keep the tone persuasive and the content concise.

4. Revise and review

Have some team members or a professional take a look at your introduction.

Do they grasp the context of your plan? Can they easily understand what your business does and what it hopes to accomplish? Are they interested in reading the entire plan after going through the introduction?

If they struggle with any of these points, it’s time to revise and refine your introduction. Make sure it’s polished before you add it to your business plan.

Business plan introduction template

Introductions don’t have a rigid format. They focus on answering a few key questions and help set the tone for your business plan.

Use this template to guide you as you structure your business plan introduction. Here are some questions to consider:

What motivated you to launch this business?
What challenges are you looking to address?
Who are your potential customers?
What makes your business stand out from the competition?
How do you plan to achieve profitability?
When do you expect to reach profitability?
What can readers expect to find in your business plan?

Feel free to adjust this template by refining or removing questions to fit your needs.

Examples of introduction in business plan

Here’s an introduction example for a cool eco-friendly café called GreenLeaf, right in the heart of the city:

At GreenLeaf, fresh food is our mantra, coupled with delicious taste in a warm enviable atmosphere. Our café is located in one of the busiest areas and close to parks and shops.

Our menu is packed with fresh, local ingredients that are handpicked by our passionate chefs. From refreshing smoothies to hearty bowls, we serve all kinds of tastes. We believe in offering quality food at affordable prices. With our friendly vibe and commitment to sustainability, GreenLeaf is set to be the go-to spot in the community.

Some additional tips for writing the introduction paragraph

To create a strong introduction, consider these reliable tips:

Begin with an interesting fact

When you begin writing your business plan introduction, use an interesting fact that shows what your business can do.

For example, you could say, “In the past year, online food delivery services have seen a surge, with a 20% increase in demand.”

This instantly shows why your new meal prep service is timely and relevant. You might follow up with, “With busy lifestyles, people are eager for healthy, home-cooked meals delivered right to their door.”

Using facts like this not only grabs attention but also sets the stage for why your business is a great idea worth exploring.

Keep it short

The introduction of your business proposal should grab the reader’s attention and give a clear overview. Start by summarizing the different sections of your proposal, offering a quick look at what’s coming up. Your introduction should cover the main points while staying brief and straightforward.

By highlighting the key ideas, you set the stage for what follows, helping the reader understand what to expect in the next parts of your proposal.

Address the problem

In your introduction, you don’t need to include every detail, but it helps to share a quick summary of how you plan to solve the problem. Just a few sentences will do!

When you lay out a practical and achievable solution right from the start, your proposal is much more likely to grab attention. By pointing this out in your introduction, you’ll get readers curious and ready to see what’s next.

Let your readers know what to expect next

As you create your business plan introduction, help your readers know what to expect. What will you cover? What will they learn? How will this help them?

For example, you might say, “In this plan, I’ll show how our eco-friendly products meet the needs of health-conscious consumers and drive sales.”

By addressing these points, you set clear expectations and guide your audience. They might skip to sections they find interesting or read the whole plan. Here are some examples you could use:

“Discover how our marketing strategy will attract new customers.”
“Curious about how we’ll improve customer satisfaction? Here’s our approach.”
“This plan outlines five key strategies for growth in a competitive market.”
“Exciting and actionable—this plan reveals how we’ll stand out in the industry.”

You don’t always need to be explicit; sometimes, a simple question can hint at the valuable insights you’re about to share.

Your introduction should be engaging and make people excited about your business. It needs to give a clear picture of what your business is about while showing that you’re ready to take on this new adventure.

Don’t worry about sharing every detail about your business strengths here—that’s what the rest of your plan is for. The goal is to spark interest and encourage readers to check out the rest of your business plan.

Before you write that introduction, make sure your entire plan is ready. If you're still working on it, our AI business plan generator can help you create a solid plan in just under ten minutes.

Frequently Asked Questions

What should be included in a business plan introduction?

Business plans introduction should provide a brief overview of your business idea, highlight your mission and vision , and mention what makes your business unique. It’s also helpful to include a quick look at the market opportunity and why your business is needed.

Can the business plan introduction be revised later?

Yes, you can revise your business plan introduction later. It’s often helpful to update it after you’ve completed the rest of your plan to ensure it aligns well with the overall content.

What's the difference between introduction and executive summary?

The introduction is the first section in a business plan that gives a quick overview of your business idea and sets the tone for the plan. The executive summary, on the other hand, is the first standalone section providing a high-level summary of the entire business plan, covering all important points.

As the founder and CEO of Upmetrics, Vinay Kevadiya has over 12 years of experience in business planning. He provides valuable insights to help entrepreneurs build and manage successful business plans.

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