Suggestions for writing Executive Summary section
1. Think of this one- to two-page overview as the business plan in miniature. While there are a
number of sections to it, each may only be a few sentences or paragraphs long. Note the example
charts on pages 101 and 102 as ways to condense information.
2. Write this section of the business plan last. Some will tell you to write it first to help focus
your effort to build confidence as you tackle the plan, etc. Good reasons all. But in terms of
economy of effort it will take far less time if you write it last. As you write the body of the plan
try highlighting key ideas/sentences in the various sections. Use these to write your Executive
Summary. Also, as a summary of the key elements, you can't really write it before you have all
the key elements, which you won't have until you've done a significant amount of work on the
business plan.
3. Logically, we've placed the Executive Summary first - that's where it will appear in the final
document, but you should really write it after you've written and revised the entire plan.
4. This is your opportunity to make a good first impression. Often investors decide in a few
minutes, while reading the Executive Summary, whether to read on and/or invest. This is the
critical element of the business plan. Therefore:
* make it concise, two pages maximum in length.
* emphasize only the important elements of the business.
* make the financial request clear. How much is needed, how will it be used in the
business, and how/when will it be repaid?
* write to capture the readers' attention, to spark enthusiasm for your business.
5. Investors want to know who your attorney and accounting firms are. If you don't have
them, establish the relationships now.
6. Are there any international considerations for your business, either as potential markets
or potential competitors?
Resources Needed to Write Your Executive Summary:
Start with a draft copy of the completed business plan with spreadsheets. Writing is ALWAYS
better by going through revisions. Lacking that, you will need the
following items:
1. A paragraph-long mission statement worked out in advance.
2. Historical information on the company, when it was started, by whom, etc.
3. Quantified company-level goals and objective(s).
4. Biographies or resumes of the management team with their unique strengths highlighted.
5. Product/service description materials.
6. Market research information on the potential market and target market.
7. A justified estimate of the capital you need and a plan for repaying it. How much is needed
and how did you determine the amount?
8. Financial data on:
-size of the market in units and dollars.
-projected revenues, profits, assets, and liabilities.
Read the questions under each heading. Choose which questions will apply to your business
plan and write down your responses.
Mission Statement
For help in completing this section, check SBM:EB pp. 77-78 (mission statement), pp. 6466
(corporate ethical responsibilities), and pp. 476-484 (for capital requirements).
1. Why does your company exist?
-To serve a customer, to make a profit, of course, but why else?
2. What are the guiding principles or values for your company?
-How will you do business?
-What is your position on the environment, diversity, community responsibility, etc.?
-What is your responsibility to your customers, to your investors?
Company Information
1. Objectives - What is it that you want to accomplish, and by when? They should be stated in
such a way that their accomplishment creates a competitive advantage.
-Do you have any international aspirations?
2. \\'hat is/are your competitive advantage(s)?
3 Company history – give the background of the company.
4. The management team--who are you, and who are your key people?
Market Opportunity
1. What is the expected size and growth rate of your market?
2. What is your fundamental marketing strategy?
-Cost leadership.
-Differentiation.
-Focus.
3. What relevant industry trends should your investors know about, early in this plan?
Financial Data
1. The financial request.
-How much do you want? How will you use it?
-How much debt and equity? Number of investors sought?
-What are the terms of the deal you are offering investors?
-What return are you offering?
2. Tables
Summary of 3 years actual and projected
Actual 20xx Projected 20xx Revenue
$ $ Net Income
- - Assets
- - Liabilities
- - Net Worth
- - Summary of Financing
Current Amount Amount Needed Debt
$ $ Debt with Warrants
- - Convertible Debentures
- - Stock--Preferred and Common
- -