Executive Summary

The Executive Summary, which should include a short introduction, is done last.

The Executive summary is arguably the most important part of your Business Plan and should be written last, just prior to the Table of Contents. It is the most important section of your business plan because people will read it first and it may be the only section they read. The keys to a good Executive Summary are that it should be short (2-3 pages at most), it should highlight what is important in your plan, and it should get the reader excited about your business. You want to grab the reader’s attention by summarizing the highlights of your plan.

On the first page of the Executive summary you will briefly cover:
1. Your Business Description

• if this is a new business venture,
• expansion of an existing practice or the
• the purchase of an existing practice?

2. Ownership and Management

• the legal structure of your business,
• sole proprietorship,
• partnership [enclose agreement in Appendices] or
• incorporated company[enclose shareholder agreement in Appendices]
• date the business was registered/incorporated;
• the business name and address;
• the business phone number;
• the principal(s) name(s) and telephone number(s);
• the percentage of business or number of shares held by each (in partnership or corporation);
• the Web site address and relevant e-mail addresses.
• The Industry Sector: (manufacturing, wholesale, retail, food processing, health professions, service, high technology, etc.)
• Who are involved in the venture and what are their credentials and experience.
• How much money has the founder(s) invested in the business to date?
• How has this money been spent?
• Do you intend to draw a salary from the businesses in the beginning? If not, how will you support yourself? If so, how much?

On the second page of the Executive summary you will briefly cover:

3. Key Initiatives and Objectives

• the primary objectives of your organization and this venture;
• particularly defining the first year.
• Include achievements such as patents, prototypes, contracts, and market research indicating that the business is viable.
• Timeframes involved.

4. Marketing Opportunities

• Clearly define who is your target market?

5. Competitive Advantages

• What advantages you have over your competition?
• Clearly define how your product or service is different and unique?

6. Marketing Strategies

• Clearly describe the strategies you are going to do to garner revenue?

On the third page of the Executive summary you will briefly cover:

7. Summary of Financial Projections

• Summarize your projected financial performance. Include projected gross revenues and net profits in the first year of business. Include your investment request and its purpose.

8. Confidentiality and Recognition of Risks

• Confidentiality Clause -The information included in this business plan is strictly confidential and is supplied on the understanding that it will not be disclosed to third parties without the expressed written consent of “insert your company name.”

• Recognition of Risk - This business plan represents your best estimate of the future of “insert your company name.”
  
  Add a clause similar to the following: “It should be recognized that not all of the major risks can be predicted or avoided and few business plans are free of errors of omission or commission. Therefore, Joint Venture- Partner investors should be aware that this business has inherent risks that should be evaluated prior to any investment.”

Show drafts of your business plan to others. It can be very useful to get feedback on your draft business plan from various people, including people associated with the business and others. See if they understand what you are trying to say… to achieve. Does it INSPIRE?

Excellence is never an accident: it is the result of high intention, sincere effort,
intelligent direction, skillful execution and the vision to see obstacles as opportunities.