Business plans for dummies is very good. It tells you everything, all about usp's
mission statements, your worst customers costing you money.
Applied to us adapt for compactness, the business is loyalty based(thanks ww), and it's about maintaining clean windows not cleaning dirty ones(thanks graeme).
Colley made good points. Sell on customer benefits. Use technology, george, internet banking dont collect. Put in place superb working practices to the business run smoothly etc etc.