How To Write A Compelling Executive Summary

The Executive Summary for your successful business plan will be written last but is actually the first (and sometimes only) part of the business plan read by investors. Placing the necessary information in a way that provokes investors to delve in deeper is the goal here. Highlight all the major points of your plan and back them up briefly, prompting the reader to flip to the relevant section to learn more. There may be some industry specific formatting you can research on Google, but regardless of the industry, pay close attention to the formatting, information, and length of your Executive Summary.

Here are a few essentials to remember when writing your Executive Summary:

1. Write clearly - leave no room for confusion or need for interpretation
2. Be concise - no need for details, just highlight selected portions in 2-3 sentences, no more
3. Company Description and Mission should precede your other headings
4. Use topic headings so reader can easily find information
5. Other headings should be arranged in the most appealing way for your industry and audience but also logical so reader can find information in accordance with Table of Contents

Before moving on to the headings, it cannot be emphasized enough how your writing ability must really soar in this part of your plan. There may be some readers interested in every single page, but the strongest attention should be paid to this part as it either makes the reader read on or move to the next plan in the pile. Do not get carried away in trying to sell so much as having the facts well presented and logically arranged. Feed your reader the information they need to give you the funding you need!

Below is a list of headings and topics that should always be included in the Executive summary, along with the information to include. Each topic should be discussed in no more than three sentences.

Company Description - Cover all the details such as what the business is, how it will be set up, its legal status. The reader should have zero doubt about what your company is at this point. Be concise but complete.

Mission Statement - Your Mission Statement lets the reader know what need your organization aims to fulfill and how you plan to do it. What is the purpose behind your company, why have you formed this company?

Stage of Development - Are you an established firm or a startup? Where are you in the creation process of your product or service? Anything stated here will be backed up with data or proof in terms of sales.

Products & Services - What are you selling? If you sell a single service or family of products, list them here; but for larger operations a general description will suffice. 

Target Market(s) - Who are you planning to sell your product or service to? And what makes you choose them? Have you performed any market research or  conducted a market analysis? (Actual findings can be placed in Appendices)

Marketing & Sales Strategy - Based on your analysis and markets, how do you plan to reach them? What methods will you employ to drive sales? What mediums will you use to let your market know about your product or service?

Competitors & Market Distribution - Who are you going to be in competition with and what percentage of your market will be within their reach? How is the market divided up?

Competitive Advantages & Distinctions - You know who the competition is and how your market is divided. How will you address them? Do you have any patents or contracts that give your company an advantage? List any distinctions or major milestones here as well, briefly.

Management - Who are the capable and experienced individuals that you will trust to manage such a business? What are their qualifications? Focus on the company founders; try to instill confidence in the readers without being "fluffy" or exaggerative.

Operations - You will focus on the important operational procedures here, such as location, supply chains or any production techniques that are unique to your company.

Financials - Highlight the revenue and profit the company expects to receive for at least the first three years of operations, or up to 5 years. If you can pay your loan off quickly based on the financial model you used, express that here. Please be aware that for startups, the model used will give you different results; go with the model that is most appropriate, not most profitable.

Long Term Goals - Based on the information you have gathered, where do you hope your business to be in five years? How many employees? Locations? Expansion of services, sales, and other industry-specific information should be used to show what you are working towards.

Funds Sought & Exit Strategy - Explain the total amount of money you are looking for from all sources; how you plan to pay them back; and the amount of investors you are seeking. Be honest and clear! In the event of having to close the business, what strategy do you perceive to be the best and most profitable?

These headings are necessary and help you brainstorm additional information your investor will want to see before giving you the capital you need. As mentioned above, you must have already completed the Business Plan before preparing your Executive Summary. Your Executive Summary should be so complete that if sent as a stand-alone document separate from the business plan, it has all the information needed to help the investor decide to invest or not. Keep this in mind and you will not forget anything!