A good friend of yours, Andrew Waters, has decided to leave his corporate job in order to launch a private SEO (search engine optimization) consulting firm. He is putting together his business plan and asks you, “I’ve read several books and articles about how to write a business plan, and there is one point I’m still confused about. Is a business plan written more for learning and discovering, or is it written more for pitching and selling?” What would you say to Andrew in response to his question?