This chapter begins with an overview of the practice aims and objectives: those aims and objectives that the primary care team have identified through their practice survey. It looks at what to include in a business plan and gives primary care team some ideas for presentation. Most doctors enter general practice because they are individualists; team players tend to gravitate towards hospital work. Doctors within general practice either enjoy taking the responsibility for establishing and promoting a successful business, or they see general practice as a softer option, and prefer to work more gently, perhaps part time. Difficult personality traits lead to another problem: individual doctors taking either a too active or lesser role in taking responsibility for managing key problems and developing ownership of their business. Most practices aim to provide a fast, flexible and friendly service to their patients.