A Business Plan To Perform The Genre Analysis

Business Plan is a big plan. It is not only the best way to get financing to expandthe scale of the company, but also a commercial feasibility report which can help theentrepreneurs get the risk investment by lobbying to the venture capitalists that hisproject possesses the market prospect. Executive summary is the first part of thebusiness plan, and is also the most important part which investors can’t wait to see. Itcontains the essence of the business plan, equaling to a condensed version of a businessplan. Therefore, we choose the executive summary of business plan as our object ofstudy to analyze in detail.We collected30real executive summaries of business plan from books ofentrepreneurship and the Internet; analyzed the structure feature of the genre by usingMove-step method put forward by John Swales and developed by Bhatia; found thelinguistic feature of executive summary of business plan by using the corpus analyzingsoftware called AntConc; explained the reason of these linguistic features on the basis ofmodality system and appraisal theory.The results revealed that a business plan normally consists of7to11moves.Company introduction, product or service, marketing analysis, instructions of financingare obligatory moves, still others to choose are high frequency moves and characteristicmoves. In grammar and vocabulary, though using the modal expressions and positivevocabularies which have certain modality value we can understand entrepreneurs’language strategies to achieve their communicative purpose of obtaining financing. Thelanguage strategies are both mobilizing the desire of investors and making them feelobjective and authentic. Hope this research will make a few contributions to businessplan writing and entrepreneurs’ financing.