It must be the appropriate length to convey all pertinent information.

It must adequately represent the owners and company's goals for the three to five years

The business plan must quantify the products and services needed in the market.

The financial analysis must demonstrate profitability with the products and services marketed.

The management team must be identified and biographies explained.

The financial assumptions and expectations must be realistic.

The plan must demonstrate the payback period and method of repayment to investors, bankers, and suppliers.

Besides the written plan, it must be explainable verbally to investors, bankers,suppliers, and customers