How To Write An Executive Summary

How to Write an Executive Summary
Business Builders Club
10-13-2009

The problem
The opportunity
The idea
Marketing/financing strategy
Long-term outlook
Summary
Agenda

Catch the judge’s eye
Attention grabber
Like an introduction
Introduce a situation with a problem
Value Proposition
Introduce the solution
The Problem

Market size, segmentation, growth
Being realistic is the key
Conduct market research
Ask experts
The Opportunity

Describe how your product works
No technical details!
Quantify your product’s appeal
Surveys, existing statistics, etc.
Competitive advantage
Know your competitors’ strengths and weaknesses
The Team
What experts have you consulted?
The Idea

How will you spread word about your product?
Distribution channels
Market penetration strategy
Business model
Franchise, licensing, manufacturing, etc.
Amount of capital needed
Ask for funding
Marketing/ Financing

Brief financial projections
Be realistic!
Sustainable?
Additional capital needed?
Expansion plans?
Any potential roadblocks?
Provide solutions
Long-term outlook

Identify a problem, provide a solution, justify your solution
Experts, experts, experts
Quantifiable, realistic data
Market research
Feasibility
Solid business model
Long-term growth and sustainability
KISS (Keep it simple stupid)
Summary

Questions?
http://blog.guykawasaki.com/2006/04/the_art_of_the_.html#axzz0Tqk2TRLI
(Google Guy Kawasaki Executive Summary)