Be specific. Being specific is just as important as being concise. The details will help you drill down into how you will actually deliver your plan.
That does not mean you have to bust out Word and start the plan from scratch. A template is great--you probably are not doing anything that has not been done before, so it provides a proven structure for your plan. Pretty much everything on it can be customized.
A business plan gives an outline of your business, the market in which it will operate and how it aims to make money - and should answer this question: why will your business succeed when so many others fail?
Title Page. Enter your business information including the legal name, address, etc. If you already have a business logo you can add it at the top or bottom of the title page.