How Funders Decide in Two Pages or Less: What to Include in Your Business Plan’s Opening

The opening pages of your business plan are more than an introduction. They are often the deciding factor in whether lenders or investors continue reading. In today’s competitive funding environment, you have only a short window to show that your business is worth consideration. This article explains what to include in those first two pages so you can capture attention and keep decision-makers engaged.

Key Takeaways: 

• Lenders and investors often decide within the first two pages whether to read further
• Stricter credit conditions and shorter review times have made first-page screening more important
• Open with a clear summary of your business model, revenue streams, and specific funding request
• Present margins and measurable milestones tied directly to the funding use
• If essential operational and financial details are missing, your plan is less likely to advance
• Investors are reviewing fewer deals but committing more time to those that demonstrate clarity and control early

Why the First Two Pages Matter

Many founders assume their business plan will be read in full. In reality, most funders spend only minutes on an initial scan. If the first one or two pages do not provide the right information, they move on to the next opportunity.

Research from CB Insights shows that a flawed business model or unclear financial planning is among the most common reasons startups fail. These are the factors lenders and investors assess immediately. They look for a viable model, realistic financials, and a funding request linked to specific, achievable results.

Your opening pages should quickly explain how the business operates, how it generates revenue, and what measurable outcomes the requested funding will deliver.

The New Challenge: Getting Past the First Scan

Funders are operating in a different environment than they were a few years ago. Lending standards are stricter, and capital is more cautious. For instance, the January 2025 Senior Loan Officer Opinion Survey from the Federal Reserve showed that commercial lenders continue to tighten credit across most business categories. 

And according to the National Federation of Independent Business, small businesses list access to financing as one of their most pressing concerns in 2025. This shift has affected how business plans are reviewed. 

The reviewers are no longer reading everything in detail. They’re scanning for signs that a plan is solid, that the numbers make sense, and that the founder has a clear grasp of what success looks like.

If they don’t find that early, they rarely keep reading. A lender we spoke with recently put it plainly: “If we’re five minutes in and still don’t understand how the business makes money or where the funding is going, we move on to the next one.”

What Funders Expect In the First Two Pages:

Present the Essentials Up Front

The first pages of your business plan should answer the questions funders care about most:

• What does the business do?
• Who is the target customer, and how do they buy?
• How does money flow through the business?
• What are the projected margins?
• What specific milestones will the funding support?
• Who is leading the business and why are they qualified?

Each answer should be specific and supported by relevant data. Avoid vague mission statements or broad market statistics unless they directly support your financial story. This is how we have helped other ventures like Cerda Imports to create winning business plans. 

A Case Study in Clarity: How One Client Improved Funding Results

A specialty food business approached us with a strong concept but a plan that buried important details. Revenue streams, profit margins, and the funding request did not appear until several pages in.

We restructured the first two pages to include:

• A one-paragraph summary of the business model
• A revenue breakdown by product category
• Gross margin trends from the past 12 months
• A clear statement of how the capital would be used
• Specific milestones for the next 18 months

The content of the plan did not change, but the new structure presented the financial story immediately. The revised plan cleared SBA underwriting in less than 60 days.

Checklist: What to Include in the First Two Pages

Test Your Plan Before Submitting

Use this checklist to make sure your opening pages provide the information funders need:

• A simple, concrete explanation of the business model
• Core financials visible without scrolling or turning the page
• A clear and specific funding request
• Growth milestones directly tied to the funding use
• Founder and management experience that matches the execution plan
• No vague or overly broad statements

If a funder cannot answer these questions by the end of page two, there is a strong chance they will not continue reading.

What Funders Are Doing Differently in 2025

Investors and lenders continue to adjust their review processes. The PitchBook-NVCA Venture Monitor for Q1 2025reports that deal volume has slowed while due diligence timelines are increasing. This means fewer plans are reviewed overall, but those that pass the first screen receive more attention.

Funders are moving faster to filter out plans that do not meet their criteria. They are looking for control over cash flow, a clear funding strategy, and a logical execution plan. Poor financial planning or an unclear value proposition are still among the top reasons startups fail.

Partner With The Plan Writers

A strong opening sets the tone for your entire business plan. It shows funders how your business works, where capital will go, and why your team can deliver results.

If your current plan does not present this information in the first two pages, you may be missing opportunities. The Plan Writers develops funder-ready plans that combine clear financial logic with compelling presentation.

We work with clients nationwide, including Los Angeles, New York, Miami, and Chicago. Contact us today to discuss your project and learn how we can help you create a business plan that earns a second look from lenders and investors.

Get a quote and let’s build a plan that earns a second look.