The business description is a detailed preface of your proposed venture and should explain the purpose of your business and describe your product or service in more detail. It sets up the rest of the sections by discussing variables affecting the business, the industry, its markets and success factors. The business description can range from a few paragraphs to a few pages in length. If your description is long and drawn out, you will lose the reader's attention. Unless your plan is a complicated one, a short statement conveys the information much more effectively.