Acknowledgments -- Introduction -- [pt]. 1. How to write a business plan -- 1. Start from strength : what's in it for me? -- 2. Capture the elusive readers : what's in it for them? -- 3. Conquer the first draft : the easy part -- 4. Edit for power : the hard part -- 5. Prepare for success : develop a realistic marketing plan -- 6. Demonstrate financial credibility : money still makes the world go 'round / Gerry young -- 7. Writing in the 21st century : a guide to today's new mechanics -- [pt]. 2. How to write a business proposal -- 8. Raise the bar : what you are really proposing -- 9. Tie the knot : why your proposal makes the prospect so nervous -- 10. The art and science of persuasion : convince readers to see it your way -- 11. Watch winners at work : a model proposal -- Appendices / Gerry Young -- Appendix A : Financial ratios -- Appendix B : Estimating and calculating direct costs -- Appendix C : Key financial terms -- Appendix D : Financial resources on the World Wide Web -- Index -- Abut the author and contributor.
