Understanding What Investors Want

When I started working on my first business plan, I had no idea what actually mattered to investors. I assumed it was all about charts and technical terms. But after doing my research and talking to a few experienced entrepreneurs, I learned that a strong business plan doesn’t have to be fancy—it just needs to be clear, realistic, and show potential for growth.

It all begins with understanding that investors are not just throwing money at ideas. They want to see proof that a business can make money, scale, and survive in a real-world environment. If you're reading this and thinking about starting your own venture, especially something in a niche market like lifestyle or even vaping, having a structured plan gives you an edge.

In this post, I’ll walk through how I approach writing a business plan that not only outlines an idea but actually builds trust with potential funders. It’s worked for me, and I believe it can work for you, too.

Start with the Problem

Every successful business starts by solving a specific problem. In my case, I first had to figure out what exact issue my idea was addressing. It could be something small or something that affects a large group—what matters is being clear about it.

Here’s how I broke it down:

Who is facing this problem?
How severe or frequent is it?
What are existing solutions, and why aren’t they good enough?

If you don’t know the answer to these questions, it’s hard to build a product or service that stands out. Once I defined the problem, it became much easier to describe why my business idea mattered.

Present Your Solution Clearly

After outlining the problem, the next logical step was to explain my solution. I kept it simple, focused, and specific. This part of the plan is where I got to show what makes my idea different—and how it actually solves the problem I mentioned earlier.

I avoided vague statements like “We’ll disrupt the industry” and instead used direct language like:

This is what we’re offering
Here’s how it works
Here’s why customers will choose it over current options

This is also where I briefly mentioned my product features, pricing strategy, and the unique benefit that customers would experience. Just like how someone might prefer a specific flavor like Blueberry Lemonade vape juice, I realized that people make choices based on clear preferences—and my business needed to meet those preferences with precision.

Know Your Audience and Market

This was the section that required the most research. I needed to show that I wasn’t just guessing about who would buy from me. Investors want numbers, and even if you’re early in the journey, you can still include projections backed by logic and research.

Here’s what I focused on:

Market size: how big the total market is for your product or service
Target customer: age, habits, location, income level
Trends: what’s changing in the industry that creates new opportunity
Competition: who else is doing something similar and how I plan to be different

To be honest, this part taught me a lot about my own business idea. It forced me to think beyond “people will love this” and into “here’s proof they will actually buy it.”

Build a Strong Financial Section

If there’s one part of the plan that gets the most scrutiny, it’s the financials. Even if I didn’t have historical sales yet, I still needed to show my revenue model, pricing, cost structure, and cash flow projections.

Here’s what I included:

Projected income statement (3–5 years)
Startup costs (what I needed upfront)
Revenue sources (how I plan to make money)
Break-even analysis (when I expect to cover costs and start making profit)

I kept all of it as realistic as possible. Investors aren’t looking for perfect numbers—they want to see thoughtful planning and risk awareness. If you’re opening a small store, launching a product line, or building an online business, this is where you show that you’ve thought it through.

Highlight the Team and Execution Plan

Even if you’re a solo founder like I was, it’s important to explain who’s involved and how you’ll execute the plan. I detailed my background, relevant skills, and how I planned to bring in help for areas I wasn’t strong in.

Here’s how I broke it down:

Who I am and why I’m the right person to launch this business
Advisors or freelancers I’d work with
Timeline: key milestones over the next 12–24 months
Marketing strategy and customer acquisition plan

This gave investors confidence that the business wasn’t just a good idea—it had someone capable and committed behind it.

Put It All Together in a Professional Package

Once I had all the content, I organized it clearly:

Executive Summary
Problem & Solution
Market Analysis
Product or Service Description
Business Model
Marketing Plan
Team & Execution
Financial Projections
Funding Request

I didn’t use a complicated design or jargon-heavy language. I used headings, bullet points, and charts where needed. The goal was to make it easy to read and easy to share.

I also made sure to customize it a bit depending on who I was sending it to. Some investors are more product-focused, others care more about margins. A little tailoring goes a long way.

Why a Clear Plan Gets Funded

What I’ve learned from this process is that business plans don’t have to be flashy—they have to make sense. A plan that shows you’ve done your homework, understand your market, and know what you need to succeed will always stand out.

Just like a product with a strong identity like Lemonade Monster speaks for itself in the lifestyle or vaping space, a business plan with clarity, direction, and real potential doesn’t need to be dressed up. It needs to be honest and intentional.

Ready to Start?

Writing a business plan can feel overwhelming at first, but breaking it down into these sections makes it much more manageable. Take your time, stay grounded in facts, and write it with the same confidence you’d bring to your product launch.