Luntz

           The Ernst & Young Business Plan Guide stood out to me when searching for an aid Flex Adventures can use in assisting the construction of our business plan. This book was written by Brian Ford, Jay Bornstein, and Patrick Pruitt. The source is a fairly long book that contains a ton of information regarding the construction of a business plan. When relating this source to the ten rules of effective language I would say the three most important rules this piece shows are simplicity, visualization, and provide context with meaning. This book shows simplicity with its organization and in depth explanations for the parts of a business plan. The book has three sections. The first consists of basic business plan characteristics, the second talks about each individual part of the business plan, and the third gives entrepreneurs some recommendations in pursing their own business plans. Each section consists of chapters that go in depth to explain what each part of the book is supposed to be about. The second rule this book abides by is visualization. With all the detailed explanations it offers on each topic it gives examples and visual images to go along with the context. The graphs and charts they show give a good picture of what is expected out of us for each part of the business plan. The third rule I believe the book utilizes is the supply of context it offers. There are 225 pages of reading that abide to the creation of a business plan. There is definitely concrete information provided about each area of a typical business plan. The writers did a good job of organizing the book into sections based on the parts of the business plan. This then allowed them to organize their writing and discuss exactly what they intend the reader to get out of the reading.  Overall, I believe this is a very strong aid someone could use when looking for help with constructing a business plan.