There is no set structure for an executive summary, but there are guidelines you must follow to ensure your business plan or investment proposal gets the attention it deserves.

A well-written executive summary needs to contain the following elements, among others:

• Vision – What problems are you trying to solve? What are your guiding principles?
• Mission statement – What’s the purpose of your venture?
• Business model – What’s the rationale of how you create, deliver, and capture value?
  • How will you create value?
  • Who will you create it for? B2B, B2C?
  • How will you generate revenue?
  • How capital intensive is your venture?
• Describe your product or service – Does it meet customers’ needs?
• What are its key attributes?
  • Products – function, durability, installation, ease of use, packaging
  • Service – function, environment, reliability, responsiveness, availability, usability
  • Retail – product offerings, ambiance, decor, layout, location
• What are the benefits of the product?
  • Quality – durability, reliability
  • Good service – on-time delivery, maintenance, tech support
  • Efficiency – ease of use, greater output, less waste
  • Convenience – flexibility
  • Cost savings

When you’re trying to sell an idea to a potential investor, you’ll need to craft the pitch-perfect executive summary. The tips above will show you how to write one that will get your business plan read and get your foot in the door.