Every business plan should focus a lot on the business's potential competitors, because research and analysis of the competition effectively gives you plenty of useful information. It may guide you as to where you should be advertising and marketing, or certain strategies to use or ones to avoid because you see they have been used unsuccessfully by others.
A plan should include but is not limited to the following: 1. A statement of your business purpose 2. A description of your company 3. The goals of your company 4. The structure of the company (sole_proprietorship, partnership or corporation) 5. The product or service that you are selling 6. A market analysis of your product or service 7. Resources spent (time and money) 8. A financial plan to include financial statements 9. Information about the managing principals in the company 10. How you plan to manage and operate the company