Contents Preparing Effective Business Plans An Entrepreneurial Approach, 2/e Preface ..................................................................................................................... ii Chapter 1 Why Plan ......................................................................................................1 Chapter 2 Developing and Screening Business Ideas......................................................15 Chapter 3 Feasibility Analysis ......................................................................................30 Chapter 4 Introductory Material, Executive Summary, and Description of the Business....43 Chapter 5 Industry Analysis..........................................................................................56 Chapter 6 Market Analysis...........................................................................................68 Chapter 7 Marketing Plan.............................................................................................80 Chapter 8 Management Team and Company Structure ...................................................94 Chapter 9 Operations Plan and Product (or Service) Development Plan .........................106 Chapter 10 Financial Projections ..................................................................................119 Chapter 11 Presenting the Plan with Confidence ............................................................131