Here are the key elements that should be included in the Company Specifics section of your business plan:

• Company Name: states the legal name of the business
• Ownership Type: sole proprietorship, partnership, private corporation
• Key Executives: lists names, titles, and short bios of top management (with their resumes in the appendix)
• Unique Attributes: describes how this business is going to be different than similar firms. (See also the SWOT Analysis discussion in the next section to help write this part of your plan.)
• Business Mission Statement: showcases the purpose and underlying focus of the business
• Goals and Objectives: highlights both short-term (under 1 year) and longer-term (3-5 year) goals -- production, sales, profitability, etc.