What is a business plan introduction?

A business plan introduction is the first section of your business plan.

It's generally two to three pages, although there is no set requirement
and may be as short as a single paragraph. The business plan
introduction contains a general overview of the business plan,
including a brief company description, goals and objectives and the
purpose of starting the company.
 What will make the company profitable?
 How much money do we expect to make within one year? Five
years? Ten?
Since it's the introduction, you don't have to go into detail, but it's a
good idea to at least address each question. The purpose behind a
business plan introduction is to engage the reader and to give a
summary. This helps the reader know what to expect from the body of
your business plan by providing an outline of your key points.

Business plan introduction template

Here is a template to help you format your business plan
introduction:
Company description
[Write a three- to four-sentence description that provides an overview
of the company. Include details such as the name of your company, a
brief description of your products or services, who your target market
is and what your primary business objectives are, with any key dates
for reaching your initial goals.]
Objectives
[This section contains one or two paragraphs that outline your primary
objectives. You can describe these objectives in more detail in the
body of your business plan. For your introduction, this section includes
the key metrics your company plans to focus on, what your overall
targets or goals are and the dates by which you plan to meet these
goals.]
Competitive analysis
[In this section, provide a brief description of your competitive
analysis. In one to two paragraphs, summarize who your primary
competitors
are, what qualities make them competitive with your business and
what industry trends you predict might affect them or your business.]
Reason to believe
[End the introduction with one or two paragraphs that persuade the
reader to believe in your business. This section explains what factors
distinguish your business from its competitors and engages the
readers by providing a compelling statement supporting your
business's relevance to its target market and its plan for profitability.]
Business plan introduction example
Here is an example business plan introduction to help you write your
own:
Company description Rajn is a brand new shoe reselling e-commerce
platform designed for shoe enthusiasts and collectors. Rajn seeks to
sell new and used footwear through an online store and app. The goal
of this plan is to outline Rajn's fiscal goals, build a stronger
understanding of the Rajn brand and create excitement for a new kind
of shoe sales platform. This plan encompasses Rajn's goals through
December 2021.
Objectives The first objective for Rajn's plan is to create exclusive
partnerships with 50 unique shoe brands. The idea is to create a sense
of exclusivity so that brand loyal customers use the Rajn app and store
to purchase the shoe they want. The second objective is to create a
starting audience of 10,000 customers across the United States. We
will email these customers with new product releases while gaining
valuable insights as to their wants and needs, and as a result, tailoring
the Rajn brand accordingly.
We plan on attracting and engaging with potential customers through
the website, sneaker forums, social media pages and college
campuses. We seek to accomplish our two objectives by December
31st, 2021.
Competitive analysis The sneaker industry is currently on the rise, as
major athletes and artists are designing their own shoes with big label
brands. Sneakers will go on sale and sell out within minutes, then
resell for tenfold their original value. This is the ideal time to launch a
sneaker reselling e-commerce platform.
Among our top competitors are other shoe resell platforms such as
Juno and Shiva, as well as independent resellers online. Rajn seeks to
gain a competitive advantage by offering 24/7 customer support,
along with an innovative and sleek mobile app with built-in social and
"glamification" features, which gives the customer the option to
customize their orders. No other competitors combine unique
partnerships, a robust e-commerce app and stellar customer service in
one place.
Reason to believe Rajn combines multiple decades of experience in
the footwear, technology and e-commerce industries through our
board of directors. The team has won multiple awards for their
innovations in their respective industries. Now, they hope to bring that
same level of expertise to Rajn. We believe that our shared passion for
footwear will drive us to develop a unique shoe selling platform for
shoe collectors, hobbyists and the casual market alike. With the
growth of the sneaker community, the popularity of iconic shoe
silhouettes, and the innovation of e-commerce, we believe now is the
best time to launch the Rajn platform.
For each transaction accomplished through the Rajn app, we will seek
out a 10% service fee. With an estimate of 10 transactions per
customer, at an average sale price of $500, we hope to generate
$500,000 within the first year and triple that amount by the second
year. Since our business primarily operates online, we can cut our
expenses in overhead and rent. We are also excited to explore other
avenues of monetization through in-app advertisements, premium
membership models and exclusive shoe partnerships.