What was the outcome? As much as 90% businesses started by entrepreneurs and small business went busted or failed within a year. I experienced one of the many busts few years ago (with my cafe business) because i don't really have a proper and "the few solid sheets" called a marketing plan.
Executive Summary: the marketing plan like all the documents that are submitted to established executive bodies must begin with a brief summary of the whole plan, with basic numerical data and info. Mission and Vision: the marketing plan includes the company's "reason of existence", values and its future intentions and strategic approach.