Business Plan Basics: What Investors and Lenders Actually Look For

You’ve got the idea. You’ve got the drive. But when it comes to getting funding, whether from investors or lenders, a strong business plan can make or break your chances.

The truth is that not all business plans are created equal. A generic, cookie-cutter document won’t impress anyone. Investors and lenders want to see specific details that prove your business is viable, profitable, and worth the risk.

Here’s a breakdown of the must-have sections of a winning business plan — and what decision-makers are actually looking for in each one.

1. Executive Summary

Think of this as your business elevator pitch on paper. It should be short, clear, and compelling.

What they want to see:

• A quick snapshot of your company, what it does, and why it matters.

• Your business’s mission and vision.

• A high-level look at financial projections and funding needs.

✅ Tip: Write this section last, even though it appears first. It’s much easier to summarize your plan after you’ve fleshed out all the details.

2. Company Description

This section answers the question: Who are you and why are you in business?

What they want to see:

• Legal structure (LLC, Corporation, Sole Proprietorship, etc.).

• Your history (if applicable) and unique value proposition.

• What sets you apart from competitors.

✅ Tip: Make your competitive edge crystal clear. Investors want to know what makes your business stand out.

3. Market Analysis

No matter how good your idea is, it won’t succeed without a real market.

What they want to see:

• Your target audience and customer demographics.

• Industry trends and growth potential.

• Competitor analysis and how you’ll gain market share.

✅ Tip: Back this up with data — not just opinions. Use credible sources to strengthen your case.

4. Organization & Management

Investors and lenders want to know who’s running the show.

What they want to see:

• An organizational chart (even for small teams).

• Bios of key team members and their experience.

• Advisory board or mentors (if applicable).

✅ Tip: Highlight expertise that directly ties to business success. A strong team can win funding even if the product is still developing.

5. Products & Services

Here’s where you explain what you’re selling and why people will buy it.

What they want to see:

• Clear description of products/services.

• Pricing model.

• The problem your offering solves.

• Plans for future product/service development.

✅ Tip: Focus on benefits, not just features. Show how your product improves the customer’s life or solves a pain point.

6. Marketing & Sales Strategy

Even the best product won’t sell itself.

What they want to see:

• How you’ll attract and retain customers.

• Pricing, promotion, and distribution strategies.

• Sales process from lead to customer.

✅ Tip: Show that you understand your customer journey. How will someone discover you, buy from you, and stick around?

7. Financial Projections

This is often the section investors and lenders turn to first. Numbers tell the story.

What they want to see:

• 3–5 years of revenue, expense, and profit projections.

• Cash flow forecasts.

• Break-even analysis.

• Funding needs and how you’ll use the money.

✅ Tip: Be realistic. Overly optimistic numbers raise red flags. Conservative, data-backed projections are more convincing.

8. Funding Request (if applicable)

If you’re seeking outside funding, this section is critical.

What they want to see:

• How much money you need.

• Whether it’s a loan, investment, or grant.

• Exactly how funds will be allocated.

• How investors/lenders will get their return.

✅ Tip: Be specific. Saying “I need $100,000” without explaining how it will be spent will make investors walk away.

A business plan isn’t just paperwork — it’s your blueprint for success. The stronger and more detailed it is, the more likely you are to secure the funding you need.

At All Things Business, we specialize in designing business plans that don’t just check boxes — they tell your story, highlight your strengths, and convince investors and lenders that you’re worth the investment.

👉 Ready to create a winning business plan? Contact us today and let’s build the plan that brings your vision to life.