Be concise - that's the single most effective thing to keep in mind - especially in the first 3 pages.
Write a really good abstract. You need to earn their attention. You need to assume that no one will read past the first 3 pages. Most of the time, the decision has been made by then.
This article builds on content developed by the Martin Trust Center for MIT Entrepreneurship for MIT's Orbit Knowledgebase and is licensed under CC BY-NC-SA 4.0.