Nobody gets funded by spilling their brilliant idea to a stranger at the airport bar who turns out to be a secret venture capitalist just itching to invest. You need a business plan if you’re going to be taken seriously. Don’t skimp on it or fall into common traps. Investors can smell garbage a mile away.

I’ve personally reviewed hundreds of business plans and helped startups create killer plans that are designed to deliver information, make projections and keep investors interested. Ready to take your business plan to the next level? Here’s what not to do.

You Substitute ‘Cool Factor’ For ROI

Unless your product is innovative new mountain gear or a pill that magically cures altitude sickness, investors don’t care if you summited Denali. Too many times, I see entrepreneurs humblebrag about living with hill tribes in Nepal when it has absolutely nothing to do with their business.

Investors aren’t your friends. The cold truth is that they don’t really care that you’re PADI certified or fluent in Cantonese unless it directly relates to their bottom line. They want to see that you understand the market, are scalable and will provide them with ROI on their business.

This isn’t to say that you shouldn’t show personality in your business plan. Please do! Just remember that the objective is to get people excited about your business, not you as a person. Show scalability, ROI, and a solid plan first, then add some personal touches if you’d like.

You’re Either Too Detailed Or Too Vague