You. Who you are. What your talents are. What your skills and experiences are. Also: what are your aspirations? Specifically, regarding your business concept, how do you see this business (if you were to start it) playing a role in your life?
Who am I? I am a person with an affinity towards tinkering and problem solving. Ever since I was a young kid I was taking things apart just to see what’s inside and why/how they work. Over the years I have taken apart and fixed boat and jetski engines among other various problems, fixed broken electronics, built pcs, and became a self-taught IT guy. All of these skills show my natural ability to problem solve and learn something new. Furthermore, these skills greatly help with my plans to start an IT business.
What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs).
I would offer a wide variety of services for my customers ranging from simple IT tasks to complex tasks.
Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will actually pay you money to use your product or service.
Customers will pay for the service I will offer for a simple reason, growth. Modern information systems are more important than ever for growing a business.
What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has?
One key point I believe sets me apart from others in the IT field is my natural passion for it. Another thing that sets me apart is my college degree. I am not majoring in ISOM like most other IT students. I am getting an economics and marketing degree which will help me run a successful business and help my customers. I have interned for 4 years at an IT firm to show that I am qualified for the IT field without the specific college degree.