In this guide you’re going to write down what your business is all about. You should be the most knowledgeable and astute person to defend your business plan. Remember, if you can show your knowledge and commitment about your business in your business plan, then stakeholder will more easily buy into your idea or business model. The internal analysis of your business involves the detail description of the what? why? where? how? of your business. The answers you write down about the internal environment of your business will help you to think about you, the business and the business’s place in the market environment. The GLOSSARY at the end of this text explains and defines some concepts.