This is a little tricky in a business plan, because you also need to be formal and matter-of-fact.
Shaun Heng, VP of Operations at Coin Market Cap, gives the following advice on the writing, “Your business plan is your sales pitch to an investor. And as with any sales pitch, you need to strike the right tone and hit a few emotional chords. This is a little tricky in a business plan, because you also need to be formal and matter-of-fact. But you can still impress by weaving in descriptive language and saying things in a more elegant way.