2. Writing an e-Business plan Description2.1 What is the Business Description
The business description describes the nature and purpose of the businessand includes the firm's mission statement, goals, value proposition, anddescription of products and services.The business description delivers this content in a straightforward andinformative manner, but with an upbeat and inspiration tone. The purpose of the business description is to objectively explain and justify your businessidea in a positive and enthusiastic manner.The business description includes two sections with both required andoptional content. The business concept section includes an industry analysis,the mission statement, business goals, value proposition, and, optionally, theobjectives and business model. The products and services section is aconcise description of what the business will sell or deliver to the customer.