The business description describes the nature and purpose of your business and includes your mission statement, goals, value proposition, and description of products and services. The business description delivers this content in a straightforward and informative manner, but with an upbeat and inspiration tone. The purpose of the business description is to objectively explain and justify your business idea in a positive and enthusiastic manner.

The business description includes two sections with both required and optional content. The business concept section includes an industry analysis, the mission statement, business goals, value proposition, and, optionally, the objectives and business model. The products and services section is a concise description of what the business will sell or deliver to the customer.