How to Write a Winning Executive Summary
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.