Though this component appears first in the business plan structure and is the most crucial part of the plan, the Executive Summary is most effectively written at the end of one’s efforts of planning. This is when one will be best able to condense his/her thoughts into a very descriptive synopsis of the entire plan, including where the business is currently, where one wishes to take it, and why one believes that the business will be successful.
What Is The Purpose Of The Executive Summary?
According to the US Small Business Administration (SBA), the purpose of the Executive Summary is to: “Briefly tell your reader what your company is and why it will be successful. Include your mission statement, your product or service, and basic information about your company’s leadership team, employees, and location. You should also include financial information and high-level growth plans if you plan to ask for financing.”
The purpose of the business – and what one wants from the reader – should be made clear from just this summary. As such, the Executive Summary needs to be short and sweet, all meat and potatoes, and should be kept to four pages or fewer. Assume that a reader may consider in detail only the Executive Summary section of one’s business plan, and one will realize that the Executive Summary should serve as a very focused and intentional sales pitch for project fundraising.
What Is Included In The Executive Summary?
The Executive Summary is the who, what, where, why and how of one’s business, explaining in detail the purpose of the business plan and in brief the components of the business plan such that a robust, high-level overview is developed for a reader. The Executive Summary should include the following information:
Background
Provide a short introduction of the business, the purpose of the business, the Mission Statement, the Vision, the project or plan being summarized, and basic information about the company’s leadership team, employees, and advisors.
Products & Services
How are the businesses’ products and/or services different from those of competitors?; Description of target markets, current market position and competitive advantages; Major achievements – include items like patents, prototypes, location of a facility, any crucial contracts that need to be in place for product development, or results from any test marketing that has been conducted
Objectives
Outline the goals and objectives of the project or plan; Overview of marketing, advertising, sales, and operational goals.
Strategies
Describe the strategies that will be used to achieve the objectives; Overview of marketing, advertising, sales, and operational plans with timelines.
Benefits
Explain how the project or plan will benefit the company or organization
Financial Summary
Provide a brief financial summary of the project or plan, including estimated costs, potential returns and why it has the potential to be profitable; High-level growth plans and projections.
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