Is a small investment in time and cost compared to the time and cost it takes to start a. Forces the entrepreneur to think critically about all aspects of the business venture. Can later be used to monitor the progress of the business. Pain the bigger the pain the company is solving, the better. Placement (industry) is the cumulative annual growth rate (cagr) of the industry > 25% The executive plan (in the business plan) should cover the 8 main areas: Irrefutable the pain statement should not be subjective. Green inducing should illustrate how an investor can make money. Succinct short enough to be said in 3 or 4 sentences or 1-2 minutes.