1. Personal details of the owner and other important personnel - like their CVs. Financial backers will want to know they are trusting with their moeny.
2. Mission statement - A way of describing the broad aims of the company. They usually use long words to say something general and obvious, e.g. "To combine fresh bread and tasty fillings in popular combinations and become the market leading sandwish shop in Kent."
3. Objectives are more specific than aims, e.g. "To average 160 sandwich sales per lunchtime over 4 years."
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