I’ve also read a bunch of actual business plans. It seems that the theory and practice may not meet as often as they should.
If you haven’t written a business plan for your business, or if you haven’t updated it in a while, you should… and I think it would be a good idea, before you write the rest of your business plan, to start with something like this:
“We (verb) (noun/nouns) to (people/businesses) who (something). They choose us because (something).”
We provide trusted training, coaching, and services to consultants and business owners who want to grow their businesses online. They choose us because we are damned good at it, deliver great value, and allow them to “see the results in advance.”
Something like that.
If you don’t know what you’re selling, or who you’re selling it to, you’re probably not in business yet… but if you don’t know why anyone would choose to buy it from you? You won’t be in business for very long.
Like every part of your business plan, even this humble little proclamation of your Unique Selling Proposition is subject to change over time.