What business am I creating?

I left off the last time with the five points that are to be addressed when writing a business plan. The first is what business am I trying to create?
1. I want to start with honesty as the foundation of the business I am trying to create. If I can't have a profitable business with employees and run it honestly then I am interested in this process at all. I will just do what I am doing and be grateful.

2. The next important part of business is customer service. I want to deal with the customers with understanding and consideration. I should keep in mind that I am in THEIR house and should be respectful of that. I didn't always get this and that was a mistake.

3. The easy part of this question is to be a full service residential plumbing company.


So to answer the question "What business am I trying to create ?" I would say;

My goal is to create a honestly run customer oriented full service residential plumbing company.