The description of the business idea is the introductory part which should set out the initiative and arouse interest in reading the detailed contents of the business plan.
It therefore should be concise and clear, because there will be time and place later on in the business plan to go into detail.
At this stage, the following aspects need to be underlined:
the key elements of the initiative
the soundness of the initiative from all points of view
the overall consistency (idea, market and proponent)
In drafting this paragraph, it is necessary to bear in mind that the business plan is not addressed merely to “experts” in the field, which the business idea relates to, but also to others who, in various capacities and roles, are involved in the plan assessment process to decide, for example, whether to provide financial support (in the case of banks and other financers) or take part directly in the business risk (potential partners).
Describing the business idea means presenting the business you intend to set up/extend, by setting out the reasons and the story that gave rise to the idea, in order to prove that the idea is the outcome of gradual pondering and planning process.
The translation workplace 
Zustimmung (Netto): +5