What you should include:
Details of the Trading and other activities - this must be clear, concise, and understandable to someone with no prior knowledge of the industry.
Details of how the funds will be used : it must be for the growth of the Company.
Demonstrate that you meet the Risk to Capital condition - you can use the SWOT analysis for this (strengths, weaknesses, opportunities and threats).
Here is a more detailed article on the subject.
It should NOT include :
The Company cannot be a Partnership (LLP), and must not be Public
Any exit strategy: remove any reference of an exit strategy, HMRC don’t like to see this since it de-risks the business.
HMRC don't like to see Companies stating that they are eligible without them first receiving Advance Assurance.