[Business writing] Executive Summary

 

< Executive Summary >

: 1st part in the business plan (but the last part you will write)

 

What is it:  summary of the highlights of your business plan

 

Purpose

• gives readers an overview of your business
• introduction to your business

 

Should include:

• description of your company / product
• mission statement
• the target market / customers
• competition
• business operations
• financial projections & plans

 

Intro: paragraph format

• situational analysis
• 1-3 sentences for each topic
• must include

    . Business name

    . Business location

    . What product/service

    . Purpose of the plan

 

Body

• Highlights the important points
• includes graphs & statistics

 

Conclusion

• conclude with a clinching sentence
• answer this question: "why this will not fail"
• include appendix if needed

 

Tips

• don't waste words when a graph/table will explain better
• keep it brief (KISS)
• language is strong & positive
• 1-2 pages
• know your audience

February 14, 2012 (TUE)

- Paul Kim's writing class