The description of a new venture in a business plan should address questions such as: Is this a start-up, buy-out or expansion? What is the business's mission statement? Has this business begun operations? Or when will operations begin? Where was this business started? What is the basic nature and activity of the business? What is its primary product or service? Which customers are served? Is this business in manufacturing, retailing, service or another type of industry? What are the current and projected states of this industry? What is the business's stage of development? Has it begun operations? Is it producing a full product line? What are its objectives? What is the history of this company (if applicable)? Which achievements have been made to date? Which changes have been made in the structure or ownership of the existing business? What is the firm's distinctive competence?