How should a professional business plan look like?

Hi,
How should a professional business plan look like?
My teacher just gave me this sample business plan. Now, the content is alright, but what about the typography? I'm not sure, I'm not really a designer, but I do get the feeling it's not as beautiful as it could be. I take it a business plan should appear serious and controlled, almost conservative, as to show investors that you won't do anything stupid with their money. Also, I remember reading somewhere that the best typography is the kind of typography that goes by unnoticed (e.g. nothing fancy) as to not divert the reader's attention from the actual content.
I don't know, what do you guys say?
Thanks!

Thomas Phinney wrote:
Well, that is a serious, conservative layout, sure. I'm assuming the red text is instructions/suggestions from the teacher, and gets replaced by black text. Is that right?
Is the purpose of the business plan to attract investors or convince a bank or something? If it was, I'd probably change the typeface selection so that it wasn't all in Times. Nothing radical, but maybe a slightly more flavorful sans serif for headings, and a serif body typeface with a tiny bit more character. Could be for example Frutiger and Baskerville. Still pretty restrained, just not identical to most of the business plans they see.
But then again, I'm the guy who jailbroke his iPhone primarily to change the UI typeface, and asked the forum admins to change the default typeface here as well. So maybe I'm a little obsessive on this sort of thing.
Cheers,
T
Oh yes indeed, it's for investors who go through hundreds of Times-based business plans every day. I really like the way you worded things there, "still restrained, just not identical to most of the business plans they see".
Frutiger and Baskerville is a great suggestion! I'm open to more before I go ahead and buy myself a new pair of fonts though.
Much obliged!

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