carol roth is here, a business strategist and a panelist here on "your business."o see both of you guys. the first question is about entrepreneurship. >> what do you think about before starting a business plan? >> carol this question was made for you. you wrote a whole book of things to think about. >> before you start a business plan, you have to figure out who your audience is. you can write a plan for yourself to figure out motivation, timing and opportunity or a plan for investors. they care about something else entirely, which is how they are going to make money. you have to know who you are writing it for, make sure you think about what your business is, the kind of risk you can take out of the equation and doing all the things that prove that you are the right person to bring value to the customer. >> jay, you started your business right out of school. i'm guessing you didn't have a business plan? >> no. you have to understand, when i started business, entrepreneurship wasn't talked about. there was no category. if you had a list of jobs, there was no school