Writing an Executive Business Summary
The executive summary is the first thing readers of your business plan will see, so it’s important that it provides a succinct, clear overview of the plan. Think of the executive summary as an introduction to your business. With that in mind, focus on including these elements in your executive summary:
• Mission statement
• Description of the company
• Your target market
• A rundown of your company’s management
• Sales and marketing
• Your company’s competition
• Financial projections and plans
It’s a good idea to write the executive summary after you’ve written the rest of the business plan. That way, you’ll have a lot of information to refer back to.
After you’ve made a list of all the elements you want to include, begin by writing two or three sentences about each topic. Reviewing those sections of the plan and boiling them down to a few sentences is an effective approach. Make the tone professional and positive, and avoid vague or weak language. For instance, instead of writing, “Brown Industries might become a leader in the field,” write, “Brown Industries is well positioned to become a leader in the field.”
To conclude the executive summary, wrap up with a couple of persuasive sentences that answer the question, “Why is this business a winner?”
A solid executive summary is a key part of any good business plan. With the right elements, strong, clear writing and a persuasive conclusion, it will provide an effective introduction to your plan and leave your readers wanting to know more.
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