Executivesummary
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The document discusses the importance of an executive summary for a business plan. It should be 2 pages or less and provide the essence and vision of the business. The executive summary is the first thing investors will read and for many it is the only part they will read. It needs to effectively SELL the problem, solution, opportunity and competitive edge of the business within 5 minutes to attract investors. The key is to distill the most compelling points from the full business plan down into a concise summary that tells the story of what makes the business promising.
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Writing the
Executive Summary
for Research Reports
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2018
L. Czirjak
*
What is an Executive Summary?Your job!!!One of the most important reports you will write in the “real world”Written for key executives who don’t have time to read the full report/listen to the full presentation
Condensed version of the report“Greatest hits” or highlightsWritten after the report is completedLength is anywhere from one paragraph to two pages Depends on the breadth of the reportMay be your only chance for impact
What is an Executive Summary?
Elements Included in the Executive SummaryWhy summary is written What aspects of an issue/problem/ situation were consideredWhat the outcome is What should be done
Tone for Business ReportsRule of thumb: keep it formal Audience expectation of a reportComplex or controversial informationMay be sent outside or to other parts of the organization
Exceptions? Less formal tone?If you know your audience wellResults will likely meet with approvalAudience requirementIf you are not sure, err on the side of formal
Executive Summary Structure
Objective of the report
Methodology to gather info
Major results
Conclusions
Recommendations for action
Objective of the ReportWhat is the purpose of the report?What was the client trying to understand?What problems are trying to be addressed?
2. MethodologyHow was any research conducted? Primary? Secondary?Other sources - where did the data come from? Time periods included?What topics were covered?
3. Major ResultsEmphasis on the word “major”Remember: it’s the “greatest hits”Do not write about all of the details in the research/only the most important Use phrases like: Most importantlyMost significantly
4. ConclusionsWhat are the conclusions?Should be fact based and unbiased
No opinion/no judgements
5. Recommendations What actions should be taken based upon the results and conclusionsUse action verbs
EXAMPLE
Executive Summary
This is a
RESEARCH BASED
EXECUTIVE SUMMARY
(Not exactly what you are doing for homework but will still be helpful)
Spring 2017 CLIENT:
Roche Bros.
TIPS FOR YOU
Tips on Writing an
Executive Summary
STEP 1: Create an outline
For every major point you want to make, create several support points that are backed up by hard data/statistics.
Support Point #1
Evidence/details/#’s (in order of priority)
Evidence/details/#’s
Support Point #2
Evidence/details/#’s
Evidence/details/#’s
Support Point #3 (if needed)
Evidence/details/#’s
Evidence/details/#’s
EXAMPLE ONLY
Your ideas may need more/less evidence than I show here.
All this goes in your
RESULTS section.
Tips on Writing your
Executive Summary
STEP 1: Create an outline
Include only the most important points
STEP 2: Write using outline as your guide
STEP 3: Tie “Conclusions” to the
objectives of the summary
STEP 4: Write “Recommendations”
that h.
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The document provides 10 tips for writing effective executive summaries:
1) Draft the executive summary early to refine it and echo key themes throughout the proposal.
2) Research the customer to understand their perspective and use their tone of voice.
3) Sketch out the narrative flow and key messages before writing.
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Executive Summary
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Objective of the report
Methodology to gather info
Major results
Conclusions
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2. MethodologyHow was any research conducted? Primary? Secondary?Other sources - where did the data come from? Time periods included?What topics were covered?
3. Major ResultsEmphasis on the word “major”Remember: it’s the “greatest hits”Do not write about all of the details in the research/only the most important Use phrases like: Most importantlyMost significantly
4. ConclusionsWhat are the conclusions?Should be fact based and unbiased
No opinion/no judgements
5. Recommendations What actions should be taken based upon the results and conclusionsUse action verbs
EXAMPLE
Executive Summary
This is a
RESEARCH BASED
EXECUTIVE SUMMARY
(Not exactly what you are doing for homework but will still be helpful)
Spring 2017 CLIENT:
Roche Bros.
TIPS FOR YOU
Tips on Writing an
Executive Summary
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For every major point you want to make, create several support points that are backed up by hard data/statistics.
Support Point #1
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Evidence/details/#’s
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Evidence/details/#’s
Support Point #3 (if needed)
Evidence/details/#’s
Evidence/details/#’s
EXAMPLE ONLY
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Executive Summary
STEP 1: Create an outline
Include only the most important points
STEP 2: Write using outline as your guide
STEP 3: Tie “Conclusions” to the
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STEP 4: Write “Recommendations”
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The executive summary is meant to sell investors on your company, not just describe it. It should grab their interest within 30 seconds with a compelling problem-solution statement. It then needs to briefly explain the problem being solved, your unique solution, the market opportunity and size, your competitive advantages, your business model and projections, the funding request, and why your team can succeed. The summary should be 2-3 pages maximum with clear, simple sentences focusing on the most important points for investors.
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Relevance Of A Bplan
This document outlines the key components and processes involved in developing a business plan. It discusses why a business plan is important for clarifying objectives, structuring ideas, setting goals and targets, and gaining buy-in and funding. The main sections that should be included in a business plan are the company overview, products/services, market and marketing strategy, operations, management team, financial plan, and exhibits/appendices. The document also provides tips for conducting market research like customer interviews and competitor analysis to inform the business plan.
How To Succeed With Social Media
Social media can help businesses succeed if used properly. The CEO of a business blogging company provides tips on using social media platforms like creating engaging content and interacting with customers. Following best practices for social media can help companies grow their brand and sales.
Marketing
This document provides guidance on developing a successful marketing plan. It outlines 5 key steps:
1) Target the market by defining customer demographics, preferences, and purchasing patterns through testing.
2) Develop a clear unique selling proposition (USP) that answers why customers should buy from you over competitors.
3) Map product attributes to identify basic, differentiating, exciting, and unacceptable features.
4) Identify points in the customer's buying cycle where the business can differentiate itself.
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Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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