Writing a Winning Executive Summary

Writing a Winning
Executive Summary
An executive summary
outlines your strategy for
creating, launching and
managing a new venture. It
answers the questions of
What, Why, Who, When,
Where and How.
Idea or
Opportunity?
Meal Cooling Fan
Dog Wigs
Toilet Golf
New Coke
French Fry Lip Balm
Donut Seeds
Snuggie
True Business Opportunity
• Clearly Meets a Need
• Credible Experience
• Access to Resources
• Buying Customers
• Sound Business Model
Components of the Summary
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Cover Page
Company Overview
Market Description
Product or Service
Sales & Marketing Strategy
Team and Student Involvement
Brief Financial Summary
Cover Page
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Name of new business
Names of team members
Contact information
Date of plan
Company Overview
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What does the company do
What problem is it solving
History of background of company
General business model/strategy
Market Description
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Overall size and growth of market
Current trends relevant to business
Evaluation of major competitors
Overall competitive advantage
Product or Service
• Description of product/service
• Current stage of development
• How product or service meets the
needs of potential buyers
• Prices and costs for the product
Sales & Marketing Strategy
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Channels for product distribution
Sales and marketing strategies
Target customers and/or companies
Key partnerships and relationships
Team and Student Involvement
• Members of the management team
• Specific role of each team member
• Contribution of student members
Brief Financial Summary
• Sources of funding for the launch
• Expected revenue, costs and earnings
over the first three years of business
Sample execution summaries can be
viewed on the following websites:
www. bplans.com
www.businessplans.org