Detailed Brief: 1. Executive Summary A clear, concise, compelling, condensed version of whole plan. 2. Problem What you should be aiming for in this section is to convince the audience/reader that: You are addressing a real problem. That enough people/organisations have this problem and most importantly they care enough to want to address the problem 3. Solution - Product/Service Description This section should detail and explain clearly how your solution works. You should provide an explanation of your key value and fundamental value proposition or USP. The interrogation and assessment of your solution will want to know: How does your solution work? Competition - How and why you are different from your direct and indirect competitors. Why your solution is better than the most used current/existing solution by your target customer. 4. Market Opportunity You need to identify and understand the market and industry you will operate in. This may also be geographic and region specific. In addition, you need to calculate the market opportunity for your business, doing this requires research and an element of creativity. The current best practice advice is that you need to demonstrate that there is a big enough market opportunity. This is to ensure that you can capture a realistic share of the market opportunity once you have found product/market fit, because you cannot take all of the market opportunity. Interrogation of your market opportunity and competition assessment, will look at: Why do you believe there is an opportunity for a new player (supported by evidence)? Realistic market size. 5. Go-to-Market Strategy Having a great product or service is nothing unless you have people using or better still, paying for your solution. This is probably the most challenging aspects of developing a business venture, to ensure it is sustainable? Provide a clear and specific description of the channels to your target audience to convert them to users or customers. 6. Business & Financial Model You need to clearly explain your business model i.e. how will you make money? Specifically include and cover the following: What are your profit margins and why? 12 months cash flow projections. List all assumptions and justification made in projections. 7. Challenges and Business Feasibility As with understanding your assumptions and validating them, successful entrepreneurs understand their strengths and weaknesses to identify the key challenges they will face in their entrepreneurial endeavours and journey. We want you to list and detail the key challenges you consider specific for your business venture. What are the biggest concerns for your business venture? You should have also considered and developed measures to mitigate the concerns and challenges.