The aim of the business description is to provide a clear overview of your institution at the beginning of the business plan. The description should make clear why and how your institution exists.

It summarises the key findings and decisions taken in "Understanding your Market", "Assessing your Institution" and "Defining your Strategies".

The following main points should be included:

• Institution name & address, legal status, necessary licences or permits to run the institution
• Business Idea
• Business History
• Vision, Mission, Institutional Objectives
• SWOT MATRIX explained under "Strategies": summarising institutional strengths, weakness and market opportunities and threats including the institutional strategies