Seems obvious, you can't get to where you are going if you don't know where you are going. Yet many companies start-out with an idea and a lot of energy, and no path. The business plan is the road map to success. Like the great explorers of the 13th century, they knew where they wanted to get, knew instinctively it was out there, but had no map showing them how to get there….or even if there was a "there". Start-ups are not much different. Most do not do market research, they believe there is a need, but frankly just don't know. They have ideas of making money, being rich, being the inventor of the next great widget, but have no vision how, when and where. And like Christopher Columbus, some hit a home run, while the vast majority perish at sea. The great business schools have modeled quite effectively what needs to be in a business plan, the real key is doing the research in your chosen marketplace to "fill in the blanks".

In a good business plan there is:

MPL helps research and discover the necessary data to create a strategic and tactical road map. The more upfront and accurate data there is, the more likelihood there is for a successful outcome. Also, understanding the "Exit Strategy", what is the ultimate goal or success helps round out the overall strategy by establishing an end point, the objective. MPL can help companies build and execute on the plan to meet or exceed the desired objective.