A business plan should be market driven rather than product focused. You know it's true that having a better mousetrap really does not mean that people will beat a path to your door. From the point of view of your customers, they have already voted by giving you their business. To keep getting their business with enthusiasm, so they will tell others about their choice of vendors, you have to be a high quality resource - a good value for the money.
http://www.waynemessick.com/strategic-planning/how-to-write-a-business-plan
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