Although the Executive summary is the first section in the business plan, it is the most important and focused.  I recommend doing this part of the plan last to be sure it is the most accurate.  The Company Analysis section of the business plan discusses the basics of the company such as what products/services it has to offer and what is unique about the company.
This is where you will put your main products, or the ones you plan to start out with, what they do, what need they fill for their customers, and elaborate on your mission statement or your slogan.  You should also talk about where the business will be located and when/why it was started with a brief discussion of your industry and positioning.  That last one will probably be combined with what need your products/services fill in this section as well as creating the link to your next section.

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