The emergence and popularity of the TV show "Shark Tank" has helped to crystalize the thought processes used by potential businesses to evaluate investment opportunities in early stage or start-up businesses.
I've received business plans on a napkin (really!) and business plans that are hundreds of pages.
It's really quite simple to grab an investor's attention with the right mix of quality information about your business or start-up.
First, we need to clearly understand what it is the business does? Can this be described in a few sentences? If not, work on it. Secondly, does the business have any revenue or profits yet? If it doesn't it certainly isn't a deal killer for me personally, but my focus is on startups whereas many investors focus on later stage funding. Revenue and profits help however, because it demonstrates there is at least "some" demand for the product or service and there is "some" evidence you can deliver it.