Just my notes – I hope they are helpful:

Sales

Market size

Segmentation – how does it divide?

The competitors – size and their current profitability

Predicted market share

How will you reach them?

What’s your USP?

Pricing – arrived at how? Evidence for this price?

Costs

Marketing

Selling

Production

Admin overhead

Fixed vs Variable

Your team

Contacts

Skills

Existing customers

Goodwill

Analysis over time (5 years)

Profit & Loss

Payback period

Market trends

Your product portfolio – vision for its evolution

Your exit strategy / longer term objective

The risks

Main influencing factors

Downside and sensitivity

What’s already in the bag?

Products

Customers

And….. – will it be fun??