ABOUT THE BOOK
"The Three Musketeers and Your Business Plan" is a unique approach to understanding and writing an effective business plan. The approach is unique in that it treats the business plan as an argument that is made to persuade the reader to reach a favourable conclusion.
Just as Aristotle divided his appeals, or means of persuasion, into the categories of Ethos, Pathos, and Logos, so will you leverage these “three musketeers” to write a convincing and successful business plan.
Ethos: establishes the credibility of your business and your business plan.
Pathos: makes your business plan elicit an emotional response.
Logos: shows the logic of your business plan.
A business plan has many sections, from Finance and Marketing to Business Objectives and Production. While giving significant insights into all sections of a business plan, the book looks specifically at those key elements of a plan that will enable the new, or not so new, entrepreneur get his/her project accepted and financed. This, however, isn’t the only purpose of a well-executed plan. A business plan can be used to bring focus and order to your new business, to grow your existing business, to determine its viability as well as having a plan that you can confidently present to potential investors. Good business plans can be extremely valuable to the success of a business but most entrepreneurs will only write one when they need capital for their business - and the bank or investor wants to see their business plan before committing to financing.
"The Three Musketeers and Your Business Plan" pays particular attention to getting the financing needed for a business venture and gives valuable insights into what a bank or investor will be looking for.
The book uses sections from an actual business plan to illustrate the approach and give better understanding of the purpose of the plan.