Getting a little more specific, investors want an assurance that there is a need for the product or service that a company is marketing. For instance, there would be very little market for pork sandwiches in a predominantly Muslim country because the people there don’t eat pork. On the other hand, a gourmet coffee bar in a college town would have a built in demand for the product offered, gourmet coffee.

After this assurance, investors want to know that the management team and key players involved in the business are competent, that they know what they are doing and are capable of running the business and making a profit. That is the reason that most business plans include resumes for the managers and key personnel.

After key personnel are scrutinized, investors will look closely at a marketing plan to see how the company plans to make a profit. Marketing is a misunderstood work. Because telemarketers are so common, many people think marketing just means selling. Actually selling is a part of marketing. So is advertising, which is paid for and publicity, which is hoped and prayed for. And that is the difference between the two.

Publicity is acquired when a newspaper writes about your company, or a TV station features it on a news program. Advertising is what a company pays to have appear in various media. Other parts of marketing are promotional efforts like trade show. Investors usually like to see an integrated marketing plan, with a specific goal of selling more of the product or service offered.

The IMC, or integrated marketing communications approach, holds to the idea than a coordinated and consistent plan across all levels of marketing will yield better results, and investors love to see this type of plan.

In the end however the answer is still very simple. Investors want to make a profit, and if they invest in your company they want to know how you will go about making that profit.