This document provides guidance on how to write an effective executive summary for a startup. It identifies the key components that should be included, such as describing the problem and innovative solution, defining the target market and competitors, justifying the team, and identifying milestones and funding needs. The document explains that the executive summary should be concise at one page and highlight the most compelling aspects of the business in a clear and easy to understand way. It also provides a rubric for evaluating executive summaries and includes examples of different styles of summaries.

1. MedTech’s
Got Talent
Actuator
the
HOW TO WRITE A WINNING
EXECUTIVE SUMMARY
POWERED
BY:

2. • Identify the essential components of a Startup Executive Summary
• Explain why your solution is innovative
• Identify your customers and users
• Define your market size (bottom-up estimate)
• Understand the competitive landscape and describe your
differentiation
• Justify why your team is essential to your startup
• Identify your next milestones, and how much these will cost
• Summarise your business model and communicate this effectively
• Identify action steps to improve your written communication skills
LEARNING OUTCOMES
By the end of this workshop, you should be able to:

3. What is an
EXECUTIVE SUMMARY
1 page high-quality marketing
collateral focused on the value of your
business by providing compelling
evidence
Contains much of the same information in an investor pitch
deck and a business plan, but concise & condensed

4. Why do I need one?
Well…
many startup founders
believe their startup looks
like this…

6. When in reality…
to a seasoned investor,
mentor, supplier, partner
or customer it looks more
like this…

8. Rise to
the top
VCs look at ~400
companies for
every 1 they
invest in; angels
look at 40

9. What not to do
• This is NOT a creative writing exercise – be able to
back up your claims: no fluff, no BS
• Don’t ignore your audience
• Don’t cram things in – keep it clear, clean, legible
• No jargon (value-added, world-class, next-
generation, turnkey, etc.)
• Not one single typo

10. You need to highlight
• Interesting story with compelling call to
action
• Strong, succinct problem-solution statement
• Demonstrate that you know your market,
customers, competitors, partners
• Traction (or how you’ll get it)
• Minimised risk (technical, business, etc.)
• Ready for money (know how much you need
and how you’ll use it)

11. • Is the proposed product/service innovative and
differentiated?
• Is the proposed product/service feasible?
• Is the design of the proposed product/service
driven by a specific problem and user needs?
MTGT Exec Sum Rubric
INNOVATION

12. • Is the market size assessment focused, realistic
and crunchy?
• Is the competitive landscaping robust?
• Is the customer archetype defined clearly?
MTGT Exec Sum Rubric
MARKET

13. • Are the goals/next steps clear, well-informed and
realistic?
• Is the IP strategy well defined?
• Is the fundraising strategy well-defined and
realistic?
MTGT Exec Sum Rubric
STRATEGY

14. • Is the business model clear and realistic?
• Has the business model been validated?
• Is the risk analysis robust & insightful?
MTGT Exec Sum Rubric
BUSINESS MODEL

15. • Is the team strong and balanced?
• Is the team in it for the distance?
• Has the team demonstrated coachability and the
ability to listen and adapt?
MTGT Exec Sum Rubric
TEAM

16. Now, let’s go through the
sections of your Executive
Summary…

17. Step 1
HEADER
• Company or project name
• Address (if available, NOT your home address)
• Company URL (if available)
• Main point(s) of contact with contact details
• Preferable email name@mycompany.com

18. ONE-LINER
One bold, declarative
statement that
summarises exactly who
you are, what you do and
why the reader should
pay attention
Step 2

19. Step 3
BUSINESS SUMMARY
Problem/Solution
Product/Service
value proposition, user experience
Technology/special know how
(aka 'secret sauce')

20. Step 4
TEAM
Team is very important
description of roles, responsibilities
If you really don't have a team, get some
solid mentors & advisors

21. Step 5
MARKET
Market Landscape
specific target market, size (current &
projected)
Competitive Landscape
competitive differentiation
barriers to entry

22. Step 6
BUSINESS MODEL
Clear customer
Channels to reach your customers
Pricing strategy

23. Step 7
PROJECTIONS
Realistic projection of breakeven, ROI
Estimate how much funding you will need
to raise

24. Step 8
STRATEGY
IP Strategy
Regulatory Strategy
Reimbursement Strategy

25. Step 9
EXECUTION PLAN
Current status, traction
Marketing & sales strategy
Milestones next 6-12 months
Risk

26. examples

27. Boring But
Effective

29. Better…

31. WOW!

33. A few tips
• Always put your company name in the file name
(e.g. XYZCo_ExecSum.doc)
• Visit crowdfunding and angel investing sites and
check out the profiles -- keep looking until you find
one or two that make you think "wow, I would
invest in her/him”
• Get friends, family & strangers to give you no-
punches-pulled feedback

34. • http://luissenlabs.com/executive-summary-
template-for-startups/
• http://www.pollenizer.com/2008/12/03/startup-
executive-summary-capital-raising/
• www.venturechoice.com/downloads/XS_Template
.doc
• https://au.pinterest.com/explore/executive-
summary/?lp=true
Some sites with templates

35. Dr. Joelle Hawa
MTGT Program Manager
joelle@medtechactuator.com
REACH OUT
www.medtechchallenge.com