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.