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Executivesummary Pton12 08

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How to Write a Winning Executive Summary by Sabrina Parsons, Palo Alto Software

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Executivesummary Pton12 08

  1. 1. Write a Winning Executive Summary Dec 3, 2008 Sabrina Parsons, CEO Palo Alto Software
  2. 2. What Do People Want To Know? <ul><li>The Basics – who are you and what are you doing? </li></ul><ul><li>How you are going to make it happen </li></ul><ul><li>* Guy Kawasaki and the 10/20/30 Pitch </li></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  3. 3. The Basics <ul><li>Problem </li></ul><ul><ul><li>Catalyze the fantasy </li></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  4. 4. The Basics <ul><li>Your solution </li></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><ul><li>Write for the right audience </li></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  5. 5. The Basics <ul><li>Business model </li></ul><ul><ul><li>Making money is good, but the model should be believable </li></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  6. 6. The Basics <ul><li>Underlying magic/technology </li></ul><ul><ul><li>Patents are good but are not EVERYTHING </li></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  7. 7. The Basics <ul><li>Competition </li></ul><ul><ul><li>Yes, you have some </li></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  8. 8. The Implementation <ul><ul><li>Marketing and sales </li></ul></ul><ul><ul><ul><li>Total addressable market vs. potential market </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  9. 9. The Implementation <ul><ul><li>Team </li></ul></ul><ul><ul><ul><li>Recognize the weakness </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  10. 10. The Implementation: <ul><ul><li>Projections and milestones </li></ul></ul><ul><ul><ul><li>Make realistic projections </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  11. 11. The Implementation: <ul><ul><li>Status and timeline </li></ul></ul><ul><ul><ul><li>Be realistic and specific. </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  12. 12. The Implementation: <ul><ul><li>Summary and call to action </li></ul></ul><ul><ul><ul><li>Don’t try to set out deal terms – if they are interested they will tell you the terms </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.
  13. 13. P’ton Exec Summary Judging Criteria <ul><li>Management Team </li></ul><ul><li>Is the business viable? </li></ul><ul><li>How innovative is it? </li></ul><ul><li>What is the chance of success </li></ul><ul><li>Did the Executive Summary cover the main points: </li></ul><ul><ul><ul><li>Pain Point </li></ul></ul></ul><ul><ul><ul><li>Solution </li></ul></ul></ul><ul><ul><ul><li>Market </li></ul></ul></ul><ul><ul><ul><li>Business Model </li></ul></ul></ul><ul><ul><ul><li>Team </li></ul></ul></ul>©2007 Palo Alto Software, Inc. All rights reserved.

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