I had my session with a business consultant and she's sent through her recommendations about my proposed bed linen start up. I'm finding that there is a huge amount of detail required, I'm a little uneasy about it as it seems like a lot of guessing, finding it hard to justify spending so much time just to fill words on a page. The things she recommends are: Full business plan, including thorough market research and a full financial analysis (I have already done one but looks like it needs more) Business owner's Job Spec to identify things I suck at and need to outsource Put together "mood boards" for the product range, by category A full review of each competitor's strengths and weaknesses. I have already done 10 but again, it appears I need more. Hold a focus group with 10-12 people Develop a full e-commerce strategy Develop a "brand identity" and brand values Develop a strategic marketing plan Develop three target market "personas" (demographics, psychographics and geographics). This includes things like customer's opinions and attitudes, behaviour patterns, where they shop and what they like to do Friday night. And yes, give the personas names to bring them to life... Create a perceptual map to represent consumer’s perceptions and understandings on a diagram Full costings (start up, budgets, cash flow, expenses, p&l, break even analysis...) there's more but I'll stop here. Is this normal?? I feel like I'm writing a uni assignment. Some of the stuff makes sense, but who actually goes into this much detail, and is it ever useful? And I'll do what I can but much of the financials would be pure guesses, especially for revenue. I've recently read two books which I thought were great for their departure from the usual script: Rework, and the Millionaire Fastlane. The authors of both basically view detailed business planning as a waste of time and what matters is execution. You have to put your product out into the world and then react accordingly, and in my admittedly limited experience, I tend to agree. Feeling more than a little overwhelmed. Thoughts?