A business plan should be detailed. In listing your products and services for example, you should not really stop by just enumerating them. You also should write down the descriptions and scope of your products and services, touch base on production and identify means on how you can market your "brain - child" to your targeted niche.
Always start with the overall summary of the business plan. Having the executive summary at the start of the business plan allows the reader to know what you want from the very beginning. This will help the reader to understand your points and methods as they read on in the document. Far too often, some business plans include the summary much later on in the document. It is best to clearly state what your business direction and desires are.
Finally, a business plan should be error - free. This is important because your business plan defines who you are as a business person. If it turned out sloppy, then that does not speak too highly of you.
Never start with paid campaign strategies until you get a good grasp of keyword research. Do things in their proper order and do each of the steps properly so that you can get the high rankings that you want in search engines.